M-Commerce: Experiencing the Phygital Retail

Duhan, Punita, Singh, Anurag

  • 出版商: Apple Academic Press
  • 出版日期: 2019-02-26
  • 售價: $5,350
  • 貴賓價: 9.5$5,083
  • 語言: 英文
  • 頁數: 418
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 1771887141
  • ISBN-13: 9781771887144
  • 海外代購書籍(需單獨結帳)

商品描述

This volume presents a pragmatic approach to understanding and capitalizing on contemporary m-commerce trend. It comprehensively encapsulates the evolution, emergent trends, hindrances and challenges, and customer perceptions about various facets of how physical and online retail channels are merging, blurring, and influencing each other in new ways.

The rapid rise of m-commerce (or mobile commerce) has led to the emergence of new paradigms in the marketplace. The difference between physical and digital retail is diminishing, and a new "phygital retail" phenomenon is on the rise. Marketers need to understand this emerging paradigm and consider the new opportunities and challenges involved. This volume, M-Commerce: Experiencing the Phygital Retail, provides a comprehensive discussion of the contemporary m-commerce concepts along with the emerging paradigms in a pragmatic way. It presents empirical analyses and reviews on the myriad aspects of m-commerce, including both contemporary academic and business research.

作者簡介

Punita Duhan, MBA, is a faculty member in Business Administration at the Meera Bai Institute of Technology, operating under the Department of Training and Technical Education, Government of NCT of Delhi for the last 18 years. nurag Singh, PhD, is an Associate Professor at the Institute of Management Studies, Banaras Hindu University, India.