Suresh Raghavan and Ramesh Pai (2021) “Changing Paradigm of Consumer Experience Through Martech – A Case Study on Indian Online Retail Industry”, International Journal of Case Studies in Business, IT and Education (IJCSBE), 5(1), pp. 186–199. Available at: https://supublication.com/index.php/ijcsbe/article/view/977 (Accessed: 16 September 2024).