Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences
Author | : Musso, Fabio |
Publisher | : IGI Global |
Total Pages | : 596 |
Release | : 2019-10-11 |
ISBN-10 | : 9781799814139 |
ISBN-13 | : 1799814130 |
Rating | : 4/5 (39 Downloads) |
Book excerpt: In the world of economics and business, engaging with loyal customers while also seeking out new, potential customers is a must. With the recent advancements of social media technology, these operations have increased the need for more developed methods to mesh consumer-business relationships and retention. The Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences is a thought-provoking reference source that provides vital insight into the application of present-day customer relationship management within the retail industry. While highlighting topics such as digital communication, e-retailing, and social media marketing, this publication explores in-depth merchandiser knowledge as well as the methods behind positive retailer-consumer relationships. This book is ideally designed for managers, executives, CEOs, sales professionals, marketers, advertisers, brand managers, retail experts, academicians, researchers, and students.