{"title":"个性化全渠道客户旅程的范围和强度：专家和消费者观点的概念整合","authors":"Marco Weippert","doi":"10.1080/0267257x.2024.2388088","DOIUrl":null,"url":null,"abstract":"This article examines the personalisation of touchpoints across the omnichannel customer journey (OCJ) for retailers and direct-to-consumer brands. Despite the increasing availability of connected ...","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":"43 1","pages":""},"PeriodicalIF":3.5000,"publicationDate":"2024-08-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The scope and intensity of personalised omnichannel customer journeys: a conceptualisation integrating experts’ and consumers’ perspectives\",\"authors\":\"Marco Weippert\",\"doi\":\"10.1080/0267257x.2024.2388088\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This article examines the personalisation of touchpoints across the omnichannel customer journey (OCJ) for retailers and direct-to-consumer brands. Despite the increasing availability of connected ...\",\"PeriodicalId\":51383,\"journal\":{\"name\":\"Journal of Marketing Management\",\"volume\":\"43 1\",\"pages\":\"\"},\"PeriodicalIF\":3.5000,\"publicationDate\":\"2024-08-05\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Marketing Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1080/0267257x.2024.2388088\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/0267257x.2024.2388088","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
The scope and intensity of personalised omnichannel customer journeys: a conceptualisation integrating experts’ and consumers’ perspectives
This article examines the personalisation of touchpoints across the omnichannel customer journey (OCJ) for retailers and direct-to-consumer brands. Despite the increasing availability of connected ...
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