Kumar, Pravin; Hamal, Vivek - In: The Strategic Evolution From Omnichannel to Metachannel …, (pp. 109-142). 2026
This chapter describes the evolution of marketing into multichannel, then omnichannel, and finally metachannel marketing. It examines a qualitative research approach aided by some case studies of Nike, Sephora, and IKEA; interviews; and surveys of how artificial intelligence, extended reality, and...