SKAFF, ZIAD (2024) Re-examining the Marketing Conversion Funnel considering the Phygital Path-to-Purchase: An analysis of the Mass-Fashion industry and Contemporary Purchase Behavior. Doctoral thesis, Durham University.
| Full text not available from this repository. Author-imposed embargo until 06 December 2025. |
Abstract
This Research looks into the popular Marketing Conversion Funnel (MCF) by reviewing Theoretical developments, critics and suggestions and through a practical lense with Depth Qualitative Interviews conducted with relevant experts and executives in the Mass Fashion Retail Industry.
It culminates in proposing a Conceptual Framework for a Dynamic Phygital Marketing Conversion Funnel (DPMCF) that considers recent changes in Consumer Behavior, Social Media and Technology influence on the path to purchase.
The author finally invites further research that would enhance findings and contribute to the development and actualization of the Marketing Conversion Funnel in order to increase its relevance and effectiveness in driving higher customer win and financial gain.
| Item Type: | Thesis (Doctoral) |
|---|---|
| Award: | Doctor of Business Administration |
| Faculty and Department: | Faculty of Business |
| Thesis Date: | 2024 |
| Copyright: | Copyright of this thesis is held by the author |
| Deposited On: | 09 Dec 2024 10:45 |
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