Effectiveness of integrated offline-and-online promotions in omnichannel targeting : a randomized field experiment
Seung Yoon Lee, Yoonseock Son, and Wonseok Oh
| Year of publication: |
2021
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|---|---|
| Authors: | Lee, Seung Yoon ; Son, Yoonseock ; Oh, Wonseok |
| Subject: | channel integration | mobile promotion | mobile targeting | offline-to-online | Omnichannel marketing | omnichannel migration | online-to-offline | randomized field experiment | Feldforschung | Field research | Multikanalvertrieb | Multichannel strategy | Vertriebsweg | Distribution channel | Verkaufsförderung | Sales promotion | Experiment | Mobilkommunikation | Mobile communications | Zielgruppe | Target group |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/07421222.2021.1912935 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012624134