Enhancing online-merge-offline (OMO) marketing effectiveness and sustainability : Tao and shared value perspectives : examples from China
Xianglin Ma, Alan Fish, Xinxin Wang and Tao Tang
| Year of publication: |
2022
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|---|---|
| Authors: | Ma, Xianglin ; Fish, Alan ; Wang, Xinxin ; Tang, Tao |
| Published in: |
Asia Pacific business review. - London [u.a.] : Routledge, Taylor & Francis Group, ISSN 1743-792X, ZDB-ID 2072350-7. - Vol. 28.2022, 3, p. 311-332
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| Subject: | China | connectivity | digitalization | relevance | shared value | Tao | Corporate Social Responsibility | Corporate social responsibility | Digitalisierung | Digitization | Betriebliche Wertschöpfung | Value creation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13602381.2021.1956817 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013358734