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dc.creatorRodríguez Salazar, María Isabel-
dc.date2022-05-01-
dc.date.accessioned2023-09-01T19:54:40Z-
dc.date.available2023-09-01T19:54:40Z-
dc.identifierhttp://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7662-
dc.identifier10.32870/myn.vi46.7662-
dc.identifier.urihttps://hdl.handle.net/20.500.12104/94994-
dc.descriptionThe main objective of this research is to form an omnichannel marketing model applied at the shopping centers in Medellín city. For this, a qualitative methodology was applied. Two (2) focus groups with shopping center customers, two (2) in-depth interviews with experts in Omnichannel, Sandiego Shopping Center case study, and a theoretical review were carried out to obtain the fundamental components of the omnichannel marketing model applied to this category. The model is proposed in a circular structure, made up of orbits that revolve around the Omni-client. The model is made up of the consumer's journey, from 5A; the levels of transparency, coherence, and fluidity based on: (+) Greater consistency = (+) Greater loyalty; and the levels of online and offline interaction, which are transversal in the entire proposal of the model.en-US
dc.descriptionThe main objective of this research is to form an omnichannel marketing model applied at the shopping centers in Medellín city. For this, a qualitative methodology was applied. Two (2) focus groups with shopping center customers, two (2) in-depth interviews with experts in Omnichannel, Sandiego Shopping Center case study, and a theoretical review were carried out to obtain the fundamental components of the omnichannel marketing model applied to this category. The model is proposed in a circular structure, made up of orbits that revolve around the Omni-client. The model is made up of the consumer's journey, from 5A; the levels of transparency, coherence, and fluidity based on: (+) Greater consistency = (+) Greater loyalty; and the levels of online and offline interaction, which are transversal in the entire proposal of the model.es-ES
dc.formatapplication/pdf-
dc.formattext/xml-
dc.languageeng-
dc.publisherUniversidad de Guadalajaraen-US
dc.relationhttp://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7662/6737-
dc.relationhttp://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7662/6745-
dc.relation10.32870/myn.vi46.7662.g6737-
dc.rightsCopyright (c) 2022 María Isabel Rodríguez Salazaren-US
dc.rightshttp://creativecommons.org/licenses/by-nc/4.0en-US
dc.sourceMercados y Negocios ; No. 46 (23): Mercados y Negocios (May- August, 2022); 31-56en-US
dc.sourceMercados y Negocios ; Núm. 46 (23): Mercados y Negocios (May- August, 2022); 31-56es-ES
dc.source2594-0163-
dc.source1665-7039-
dc.source10.32870/myn.vi46-
dc.subjectOmnichannel marketing; omniclient; consumer journey; shopping centers; retail; online; offline.en-US
dc.subjectOmnichannel marketinges-ES
dc.subjectomniclientes-ES
dc.subjectconsumer journeyes-ES
dc.subjectshopping centerses-ES
dc.subjectretailes-ES
dc.subjectonlinees-ES
dc.subjectofflinees-ES
dc.titleOmnichannel Marketing Model Applied at the Shopping Centers in Medellín Cityen-US
dc.titleOmnichannel Marketing Model Applied at the Shopping Centers in Medellín Cityes-ES
dc.typeinfo:eu-repo/semantics/article-
dc.typeinfo:eu-repo/semantics/publishedVersion-
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