Do offline and online go hand in hand? : cross-channel and synergy effects of direct mailing and display advertising
Lisan Lesscher, Lara Lobschat, Peter C. Verhoef
| Year of publication: |
2021
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|---|---|
| Authors: | Lesscher, Lisan ; Lobschat, Lara ; Verhoef, Peter C. |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 38.2021, 3, p. 678-697
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| Subject: | Cross-channel | Direct mailing | Display advertising | Financial services | Purchase funnel | Synergy | Direktmarketing | Direct marketing | Online-Marketing | Internet marketing | Werbung | Advertising | Werbewirkung | Advertising effects | Synergie | Konsumentenverhalten | Consumer behaviour | Vertriebsweg | Distribution channel |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2020.11.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012939496