Τίτλος σε άλλη γλώσσα: Digitizing the Consumers’ Decision Journey [Αγγλική] Ημερομηνία: 08-09-2018 [2018-09-08] Συγγραφέας: ΠΑΡΑΣΚΕΥΑΪΔΟΥ ΤΣΟΜΠΑΝΕΛΗ, ΒΑΣΙΛΙΚΗ Σχολή: Σχολή Κοινωνικών Επιστημών Τμήμα: Διοίκηση Επιχειρήσεων (MBA) Περίληψη (Abstract): The purpose of this dissertation is to provide an understanding of the need for digitizing the Consumers’ Decision Journey, through the through the identification of the various touchpoints (both physical and digital) that a consumer travels along its conduct with a brand, in the ever evolving digital environment. To this matter two constructs were identified: the Consumer’s Buying Behavior and Di...