Omnichannel, the metaverse, and creativity in marketing

Things are changing—fast. The retail sector continues to reflect these changes as it keeps up with consumer demand. Since the pandemic’s onset, retailers’ reactions to government regulations limiting capacity and consumer demands for equity and authenticity have been finessed into smarter, more flexible responses, says Barbara E. Kahn, Patty and Jay H. Baker Professor and professor of marketing at the Wharton School.

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