JMCR 2019
DOI: 10.7176/jmcr/59-03
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Multichannel Strategy in Perspective: The Consumer Experience at the Heart of Marketing Policy

Abstract: Since the early 2000s, distribution channels have undergone a deep transformation in developed countries, but also in developing countries. While physical sales structures (stores, branches) have been, for a very long time, the preferred means for consumers to access products or services, the explosion of the Internet channel has radically changed the foundation of consumer experience. The multiplication of physical and virtual touchpoints is a new economic reality that leads consumers to live a total consumpt… Show more

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