Driving online and offline sales : the cross-channel effects of traditional, online display, and paid search advertising
Isaac M. Dinner, Harald J. Van Heerde, and Scott A. Neslin
| Year of publication: |
2014
|
|---|---|
| Authors: | Dinner, Isaac M. ; Heerde, Harald J. van ; Neslin, Scott A. |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 51.2014, 5, p. 527-545
|
| Subject: | advertising elasticity | search advertising | banner advertising | multichannel | cross-effects | nonlinear models | marketing-mix models | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Werbung | Advertising | Vertriebsweg | Distribution channel | Konsumentenverhalten | Consumer behaviour | Suchmaschine | Search engine | Online-Handel | Online retailing | Marketingmanagement | Marketing management |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010489719