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- W4386048315 abstract "The availability of digital channels and physical stores has given a wider scope for media distribution as well as choices to the consumer. This hybrid strategy has raised many important questions for marketers and policymakers, notably, whether digital distribution channels will cannibalize physical sales or vice-versa and whether legitimate digital distribution channels will dissuade consumers from using (illegitimate) digital piracy channels This changing landscape is the act of looking at customers and prospects from the perspective of tapping them through either digital or physical channels. Thus, companies are forced to adjust their strategies and tactics to win business development at both marketplaces. It helps marketers to sell their products by integrating technology and physical presence, planning for new product developments, mapping the consumer journey, understanding their future expectations, and many other interesting ways. Hence, it is imperative to think about how technology and physical presence can be combined for a better outcome. This research is intended to act as a springboard for both practitioners and scholars on exploring the new combined strategies as well as critically evaluate the learnings from the existing strategies that are a combination of both digital and physical practices." @default.
- W4386048315 created "2023-08-23" @default.
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- W4386048315 date "2023-01-01" @default.
- W4386048315 modified "2023-09-25" @default.
- W4386048315 title "Future of Marketing After Disruptions and Uncertainties: Physical, Digital, or Phygital?" @default.
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- W4386048315 doi "https://doi.org/10.1007/978-3-031-36589-8_3" @default.
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