How online consumer segments differ in long-term marketing effectiveness
Kerstin Reimer; Oliver J. Rutz; Koen Pauwels
| Year of publication: |
2014
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|---|---|
| Authors: | Reimer, Kerstin ; Rutz, Oliver J. ; Pauwels, Koen |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 28.2014, 4, p. 271-284
|
| Subject: | Long-term effectiveness | Segments | Digital music | Online | Synergy | Advertising | Latent-class segmentation | Vector autoregression | Marktsegmentierung | Market segmentation | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Zielgruppe | Target group | Online-Handel | Online retailing | Marketingmanagement | Marketing management | Digitale Musik | Electronic Commerce | E-commerce | Digitale Güter | Digital goods | Werbung | VAR-Modell | VAR model | Musikwirtschaft | Music industry |
| 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/10010470964