CRC Press M-Commerce: Experiencing the Phygital Retail

Product Description This volume presents a pragmatic approach to understanding and capitalizing on contemporary m-commerce trend. It comprehensively encapsulates the evolution, emergent trends, hindrances and challenges, and customer perceptions about various facets of how physical and online retail channels are merging, blurring, and influencing each other in new ways. The rapid rise of m-commerce (or mobile commerce) has led to the emergence of new paradigms in the marketplace. The difference between physical and digital retail is diminishing, and a new “phygital retail” phenomenon is on the rise. Marketers need to understand this emerging paradigm and consider the new opportunities and challenges involved. This volume, M-Commerce: Experiencing the Phygital Retail, provides a comprehensive discussion of the contemporary m-commerce concepts along with the emerging paradigms in a pragmatic way. It presents empirical analyses and reviews on the myriad aspects of m-commerce, including both contemporary academic and business research. Review “A sincere academic endeavor to cover various facets of m-commerce in a comprehensive manner.  . .  . This book enables the reader to comprehend contemporary m-commerce concepts along with the emerging paradigms in a comprehensive manner. The volume systematically puts together the efforts of researchers across the world in the shape of empirical analyses and reviews of the myriad aspects of m-commerce. . . . An excellent reference resource and a handbook for detailed and up-to date knowledge about m-commerce.” ―From the Foreword by M. Jagadesh Kumar, Professor and Vice-Chancellor, Jawaharlal Nehru University, New Delhi, India About the Author Punita Duhan, MBA, is a faculty member in Business Administration at the Meera Bai Institute of Technology, operating under the Department of Training and Technical Education, Government of NCT of Delhi for the last 18 years. nurag Singh, PhD, is an Associate Professor at the Institute of Management Studies, Banaras Hindu University, India.