Complementarity and cannibalization of offline-to-online targeting : a field experiment on omnichannel commerce
Xueming Luo, Yuchi Zhang, Fue Zeng, Zhe Qu
| Year of publication: |
2020
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|---|---|
| Authors: | Luo, Xueming ; Zhang, Yuchi ; Zeng, Fue ; Qu, Zhe |
| Published in: |
MIS quarterly. - Minneapolis, Minn : MISRC, ISSN 2162-9730, ZDB-ID 2068190-2. - Vol. 44.2020, 2, p. 957-982
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| Subject: | Omnichannel | online | offline | location distance | mobile promotions | Multikanalvertrieb | Multichannel strategy | Feldforschung | Field research | Online-Marketing | Internet marketing | Mobile Business | Mobile business | Online-Handel | Online retailing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.25300/MISQ/2020/15630 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012261989