Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences

Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences

Fabio Musso (University of Urbino Carlo Bo, Italy) and Elena Druica (University of Bucharest, Romania)
Release Date: October, 2019|Copyright: © 2020 |Pages: 571
DOI: 10.4018/978-1-7998-1412-2
ISBN13: 9781799814122|ISBN10: 1799814122|EISBN13: 9781799814139
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Description & Coverage
Description:

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.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Consumer Behavior
  • Corporate Responsibility
  • Customer Loyalty
  • Digital Communication
  • E-Retailing
  • Knowledge Management
  • Marketing Strategies
  • Retail Location
  • Retail Technology
  • Social Media Marketing
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