The challenges of digital transformation for fast-fashion brands : a proposal for an operational tool to measure omni-channel integration
Marta Rey-García, Ana Regueiro Otero, and Vanessa Mato-Santiso
| Year of publication: |
2018
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|---|---|
| Authors: | Rey-García, Marta ; Regueiro Otero, Ana ; Mato-Santiso, Vanessa |
| Published in: |
Advances in National Brand and Private Label Marketing : Fifth International Conference, 2018. - Cham : Springer, ISBN 978-3-319-92084-9. - 2018, p. 95-103
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| Subject: | Omni-channel strategies | Fast-fashion brands | Multi-channel retailing | Measurement tool | Digital transformation | Purchasing process | Customer experience | Digitalisierung | Digitization | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Multikanalvertrieb | Multichannel strategy | Online-Handel | Online retailing | Einzelhandel | Retail trade | Konsumentenverhalten | Consumer behaviour | Messung | Measurement |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Konferenzbeitrag ; Conference paper ; Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.1007/978-3-319-92084-9_11 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013277460