Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/336960 
Year of Publication: 
2025
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 42 [Issue:] 2 [Year:] 2025 [Pages:] 50-57
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
As omnichannel shopping is becoming the norm, new tools are required for managing customer touchpoints. This article introduces a novel customer-oriented framework that combines three important levels of customer journey analysis. By identifying eight mutually exclusive customer segments, the customer spending map enables omnichannel managers to steer customer journeys more profitably.
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.