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Modeling Shopper Responses to Retail Digital Signage
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Author(s): Charles Dennis (Brunel University, UK), Andrew Newman (University of Salford, UK), Richard Michon (Ryerson University, Canada), J. Josko Brakus (Brunel University, UK)and Len Tiu Wright (De Montfort University, UK)
Copyright: 2011
Pages: 29
Source title:
Advanced Technologies Management for Retailing: Frameworks and Cases
Source Author(s)/Editor(s): Eleonora Pantano (University of Calabria, Italy)and Harry Timmermans (Eindhoven University of Technology, The Netherlands)
DOI: 10.4018/978-1-60960-738-8.ch003
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Abstract
In addition to the obvious application to retailers in improving business-to-consumer appeal to shoppers the findings are of use to suppliers of digital signage in business-to-business marketing of their systems to retailers.
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