Can marketing campaigns induce multichannel buying and more profitable customers? : a field experiment
Elisa Montaguti (Management Department, University of Bologna, Bologna, Italy), Scott A. Neslin (Tuck School of Business, Dartmouth College, Hanover, New Hampshire), Sara Valentini (Management Department, University of Bologna, Bologna, Italy)
| Year of publication: |
March-April 2016
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|---|---|
| Authors: | Montaguti, Elisa ; Neslin, Scott A. ; Valentini, Sara |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 35.2016, 2, p. 201-217
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| Subject: | multichannel shopping | customer profitability | field experiment | treatment effect on the treated | Feldforschung | Field research | Konsumentenverhalten | Consumer behaviour | Experiment | Beziehungsmarketing | Relationship marketing | Vertriebsweg | Distribution channel | Kundenwert | Customer value | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2015.0923 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011459494