Direct mail to prospects and email to current customers? : modeling and field-testing multichannel marketing
Albert Valenti, Shuba Srinivasan, Gokhan Yildirim, Koen Pauwels
| Year of publication: |
2024
|
|---|---|
| Authors: | Valenti, Albert ; Srinivasan, Shuba ; Yildirim, Gokhan ; Pauwels, Koen |
| Subject: | Direct mail | Email | Field experiment | Hierarchical linear model | Marketing mix effectiveness | Multichannel retailing | Direktmarketing | Direct marketing | Marketingmanagement | Marketing management | E-Mail | E-mail | Vertriebsweg | Distribution channel | Einzelhandel | Retail trade | Konsumentenverhalten | Consumer behaviour |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-023-00962-2 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015047983