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An Exploratory Study of Omni-Channel Retailing Strategies in the Drugstore Industry: The Case of B Company in Taiwan
2020
International Journal of Business and Applied Social Science
In recent years, O2O was becoming an important channel strategy actively explored by major companies. This new O2O model was an important marketing development trend, especially within the retail industry. The drugstore industry in Taiwan should also consider using this strategy. However, Philip Kotler emphasized in Marketing 4.0 that the mobile and community era was at hand, represented by the concept of "Mobile Community Marketing," which could be interpreted as bringing businesses and
doi:10.33642/ijbass.v6n9p1
fatcat:wytq5kzjjzgv3hqel23m2qiaf4