The revolution in information availability and the advances in novel interaction technologies
have ushered in two major shifts that call into question the traditional assumptions of buyer …

The consumer decision journey model has become increasingly important to understand
consumer decision-making processes. Although the term originally emerged with Court et al …

The marketing mix (MM) is an integral part of a firm's marketing strategy sitting at the nexus
between a company and the marketplace. As such, it evolves together with the marketplace …

Digital platforms that aggregate products and services, such as Google Shopping or
Amazon, have emerged as powerful intermediaries to brand offerings, challenging …

Marketing practitioners and consultants have widely adopted the concept of customer
journeys for use in analyzing contemporary B2B customer behavior, but despite this …

In light of the complex customer behaviour and customer journeys in omnichannel retailing,
this study aims to investigate customer co-creation behaviour, customer response and …

Purpose This paper aims to focus on how companies shape the architecture of a phygital
customer journey through the exploitation of smart technologies. Design/methodology …

Customer experience (CX) and customer experience management (CXM) are key tenets of
the presently dominant marketing research and management strategy paradigm. Despite …

Omnichannel literature largely assumes that retailers should integrate touchpoints across
channels to promote seamless experiences. This paper challenges this assumption by …

Abstract Business-to-business (B2B) practitioners are increasingly interested in capabilities
to holistically manage touchpoints along B2B customer journeys (CJs) to remain …