Illuminating the e-commerce marketing mix : framework development, marketing tool effects on online patronage, and impact of brand equity
Year of publication: |
[2023]
|
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Authors: | Klink, Benjamin |
Publisher: |
St. Gallen |
Subject: | economics | Electronic Commerce | Marketing | Marketingmanagement | Marketingforschung | Marketingstrategie | Media-Mix | Marketinginstrument | Strategisches Management | Handelsforschung | Marketing-Mix | Electronic Shopping | Markenpolitik | EDIS-5291 | Unternehmensmarke | marketing strategy | marketing tool | online patronage | marketing mix | attribution | branding | marketing instrument | Onlinehandel | Online retailing | marketing management | corporate brand | Marketing management | Online-Handel | E-commerce | Markenführung | Brand management | Online-Marketing | Internet marketing | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Einzelhandel | Retail trade | Internet |
Extent: | 1 Online-Ressource (circa 194 Seiten) Illustrationen |
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Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Hochschulschrift ; Aufsatzsammlung ; Graue Literatur ; Non-commercial literature |
Language: | English |
Thesis: | Dissertation, University of St. Gallen, 2022 |
Notes: | Zusammenfassung in englischer und deutscher Sprache |
Source: | ECONIS - Online Catalogue of the ZBW |
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