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
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
Omnicanal, hubs de marketing, sistema de hub omnicanal
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
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
REFERENCES
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.
