Strategic and Operational Marketing in the Digital Era: A Sustainable Omnichannel Framework [comunicação oral]
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Date
2026-05-07
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Universidad Bernardo O'Higgins
Language
English
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Abstract
This article explores the articulation between strategic and operational marketing in the digital Era, with a focus on sustainability and omnichannel/optichannel innovatio. [...]
Keywords
Strategic marketing, Marketing 6.0, optichannel
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Conference presentation
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Citation
Dieguez, T., Rodrigues, M. J., Brito, M., & Lobo, C. A. (2026). Strategic and Operational Marketing in the Digital Era: A Sustainable Omnichannel Framework [comunicação oral]. ICMTT´26: The 2026 International Conference on Management, Tourism and Technologies, Santiago, Chile, 7-9 May 2026. Universidad Bernardo O'Higgins. Repositório Institucional UPT. https://hdl.handle.net/11328/7029
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Open Access