M-Commerce: Experiencing the Phygital Retail
暫譯: 行動商務：體驗實體與數位零售的融合

Duhan, Punita, Singh, Anurag

M-Commerce: Experiencing the Phygital Retail
  • 出版商: Apple Academic Press
  • 出版日期: 2019-02-26
  • 售價: $5,180
  • 貴賓價: 9.5 折 $4,921
  • 語言: 英文
  • 頁數: 418
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 1771887141
  • ISBN-13: 9781771887144

    • 海外代購書籍(需單獨結帳)

相關主題

商品描述

This volume presents a pragmatic approach to understanding and capitalizing on contemporary m-commerce trend. It comprehensively encapsulates the evolution, emergent trends, hindrances and challenges, and customer perceptions about various facets of how physical and online retail channels are merging, blurring, and influencing each other in new ways.

The rapid rise of m-commerce (or mobile commerce) has led to the emergence of new paradigms in the marketplace. The difference between physical and digital retail is diminishing, and a new "phygital retail" phenomenon is on the rise. Marketers need to understand this emerging paradigm and consider the new opportunities and challenges involved. This volume, M-Commerce: Experiencing the Phygital Retail, provides a comprehensive discussion of the contemporary m-commerce concepts along with the emerging paradigms in a pragmatic way. It presents empirical analyses and reviews on the myriad aspects of m-commerce, including both contemporary academic and business research.

商品描述(中文翻譯)

本卷提供了一種務實的方法來理解和利用當前的移動商務（m-commerce）趨勢。它全面概述了移動商務的演變、新興趨勢、障礙與挑戰，以及顧客對於實體與線上零售渠道如何融合、模糊並以新方式相互影響的各個方面的看法。

移動商務的快速崛起導致了市場上新範式的出現。實體零售與數位零售之間的差異正在縮小，一種新的「實體數位零售」（phygital retail）現象正在興起。行銷人員需要理解這一新興範式，並考慮其中的新機會與挑戰。本卷《移動商務：體驗實體數位零售》提供了對當代移動商務概念的全面討論，並以務實的方式探討新興範式。它呈現了對移動商務各個方面的實證分析與評論，包括當代的學術研究與商業研究。

作者簡介

Punita Duhan, MBA, is a faculty member in Business Administration at the Meera Bai Institute of Technology, operating under the Department of Training and Technical Education, Government of NCT of Delhi for the last 18 years. nurag Singh, PhD, is an Associate Professor at the Institute of Management Studies, Banaras Hindu University, India.

作者簡介(中文翻譯)

**Punita Duhan, MBA** 是梅拉拜科技學院（Meera Bai Institute of Technology）商業管理系的教職員，已在德里國家首都區政府的培訓與技術教育部門工作了18年。**Nurag Singh, PhD** 是印度瓦拉納西印度大學（Banaras Hindu University）管理研究所的副教授。

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