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Crosscanal et omnicanal: la digitalisation de la relation client

Author

Listed:
  • Bertrand Belvaux

    (CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - UB - Université de Bourgogne - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

  • Jean-François Notebaert

    (CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - UB - Université de Bourgogne - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

Abstract

Cet ouvrage pose la question de la place du digital au sein de la stratégie et des pratiques marketing d'une entreprise. Il a pour objectif de proposer une vision globale des solutions, qui intègrent les points de vue distribution et communication, en s'appuyant à la fois sur les connaissances issues de la recherche et les solutions pragmatiques mises en place par les entreprises. [Site de l'éditeur]

Suggested Citation

  • Bertrand Belvaux & Jean-François Notebaert, 2015. "Crosscanal et omnicanal: la digitalisation de la relation client," Post-Print hal-01444973, HAL.
    • Handle: RePEc:hal:journl:hal-01444973
    as

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    Cited by:

    1. Rémi Evrard & Laure Lavorata, 2018. "Digital et luxe : quels impacts sur l'expérience client et le capital-marque? Une revue de littérature," Post-Print hal-02737839, HAL.

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