Abstract
The concept of the ‘CE journey’ and its relationship to the customer purchase decision process and brand communication channels.
Original language | English |
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Title of host publication | New Perspectives on Critical Marketing and Consumer Society |
Editors | Elaine L. Ritch, Julie McColl |
Place of Publication | Bingley |
Publisher | Emerald Publishing Limited |
Chapter | 8 |
Pages | 89-100 |
Number of pages | 12 |
Edition | First |
ISBN (Electronic) | 9781839095542 |
ISBN (Print) | 9781839095573 |
DOIs | |
Publication status | Published - 2021 |
Keywords
- marketing
- customer engagement
- customer journey
- omni-channel
- communication
- customer engagement journey