Book Chapter

Capítulo

Mendonça, P. (2022). Omnichannel Marketing Hubs. In Silva, P. & Teixeira, S. (Orgs.). Digital Marketing Trends (pp. 19-22). Porto. CEOS Edições, https://doi.org/10.56002/ceos.0006ch

Imagem da linha de investigação correspondente

Omnichannel Marketing Hubs

Pedro Mendonça Porto Accounting and Business School of the Polytechnic of Porto, Portugal

Keywords:

Palavras-chave:

Omnichannel, marketing hubs, hub omnichannel system

Source Title Digital Marketing Trends


Date 2022


Abstract

New skills and activities must be developed to be able to properly use intelligence systems, such as the omnichannel marketing hubs. One of the first steps to evolve in this digital transformation scenario is to recognize the importance of strategic data analysis in the decision-making process.


Citation

Mendonça, P. (2022). Omnichannel Marketing Hubs. In Silva, P. & Teixeira, S. (Orgs.). Digital Marketing Trends (pp. 19-22). Porto. CEOS Edições, https://doi.org/10.56002/ceos.0006ch

Omnichannel Marketing Hubs
.pdf
Download PDF • 5.11MB

Título de Origem Digital Marketing Trends


Data 2022


Resumo

New skills and activities must be developed to be able to properly use intelligence systems, such as the omnichannel marketing hubs. One of the first steps to evolve in this digital transformation scenario is to recognize the importance of strategic data analysis in the decision-making process.


Citação

Mendonça, P. (2022). Omnichannel Marketing Hubs. In Silva, P. & Teixeira, S. (Orgs.). Digital Marketing Trends (pp. 19-22). Porto. CEOS Edições, https://doi.org/10.56002/ceos.0006ch

Omnichannel Marketing Hubs
.pdf
Download PDF • 5.11MB

REFERENCES

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BT (2021). Available at: https://newsroom.bt.com/ bt-launches-new-digital-advertising-platform-to-help-businesses-grow-online/, accessed December 2021.


Bucci, D. (2021). Available at: https://connect.verint. com/b/customer-engagement/posts/wfo-reimagined-verint-launches-the-customer-engagement-hub, accessed in December 2021.


Hsia, T., Wu, J., Xu, X., Li, Q., & Peng, L., (2020). Simon Robinson, S. (2020). Omnichannel retailing: The role of situational involvement in facilitating consumer experiences. Information & Management, 57(8), 103390. https://doi.org/10.1016/j. im.2020.103390.


Microsoft (2021). Available at: https://docs.microsoft. com/en-us/business-applications-release-notes/ october18/service/customer-service-omni-channel-release-notes/omni-channel-engagement-hub-overview, accessed in December 2021.


Mimoun, M., Miltgen, C., & Slama, B., (2021). Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations. Journal of Retailing and Consumer Services, 102844. https://doi.org/10.1016/j.jretconser.2021.102844.


Nguyen, T.-M., Le, D., Quach, S., Thaichon, P., & Ratten, V. (2021). The Current Trends and Future Direction of Digital and Relationship Marketing: A Business Perspective. Thaichon, P. and Ratten, V. (Ed.) Developing Digital Marketing, Emerald Publishing Limited, Bingley, pp. 191-200. https:// doi.org/10.1108/978-1-80071-348-220211011


Persis, D. Venkatesh, V., Sreedharan, R., Shi, Y., Bathrinath Sankaranarayanan, B. (2021). Modelling and analysing the impact of Circular Economy; Internet of Things and ethical business practices in the VUCA world: Evidence from the food processing industry. Journal of Cleaner Production, 301(1), 126871. https://doi.org/10.1016/j. jclepro.2021.126871.

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