Strategic and Operational Marketing in the Digital Era: A Sustainable Omnichannel Framework [comunicação oral]

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dc.contributor.authorDieguez, Teresa
dc.contributor.authorRodrigues, Maria João
dc.contributor.authorBrito, Manuela
dc.contributor.authorLobo, Carla Azevedo
dc.date.accessioned2026-03-24T12:00:34Z
dc.date.available2026-03-24T12:00:34Z
dc.date.issued2026-05-07
dc.description.abstractThis article explores the articulation between strategic and operational marketing in the digital Era, with a focus on sustainability and omnichannel/optichannel innovatio. [...]
dc.identifier.citationDieguez, 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
dc.identifier.urihttps://hdl.handle.net/11328/7029
dc.language.isoeng
dc.publisherUniversidad Bernardo O'Higgins
dc.rightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectStrategic marketing
dc.subjectMarketing 6.0
dc.subjectoptichannel
dc.subject.fosCiências Sociais - Economia e Gestão
dc.titleStrategic and Operational Marketing in the Digital Era: A Sustainable Omnichannel Framework [comunicação oral]
dc.typeconference presentation
dspace.entity.typePublication
oaire.citation.conferenceDate2026-05-07
oaire.citation.conferencePlaceSantiago, Chile
oaire.citation.endPage10
oaire.citation.startPage1
oaire.citation.titleICMTT´26: The 2026 International Conference on Management, Tourism and Technologies
oaire.versionhttp://purl.org/coar/version/c_be7fb7dd8ff6fe43
person.familyNameLobo
person.givenNameCarla Azevedo
person.identifier.ciencia-id2E1D-CA98-5832
person.identifier.orcid0000-0002-6721-376X
person.identifier.ridG-9840-2016
person.identifier.scopus-author-id57210261298
relation.isAuthorOfPublication931348d5-f6cb-4154-9d25-51231eec0d06
relation.isAuthorOfPublication.latestForDiscovery931348d5-f6cb-4154-9d25-51231eec0d06

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