Omni-channel retail and supply chain : working together for a competitive advantage /

Myerson, Paul

Omni-channel retail and supply chain : working together for a competitive advantage / Paul Myerson - 266 pages : illustrations, charts ; 23 cm

Includes bibliographic references and index

The emergence of e-commerce has resulted in what is commonly known today as "omni-channel" marketing, in which customers engage with companies in a variety of ways, including in a physical store or online via websites and mobile apps. This process puts the supply chain "front and center," as consumers are increasingly demanding and browsing, buying, and returning goods through various channels, not just the traditional "brick and mortar" way

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Business logistics
Retail trade
Physical distribution of goods