Investigating cross-media effects in a multichannel marketing environment : the role of email, catalog, television, and radio
Karthik Sridhar, Ashish Kumar, Ram Bezawada
| Year of publication: |
2022
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|---|---|
| Authors: | Sridhar, Karthik ; Kumar, Ashish ; Bezawada, Ram |
| Published in: |
Marketing letters : a journal of research in marketing. - New York, NY : Springer Science + Business Media B.V, ISSN 1573-059X, ZDB-ID 1478939-5. - Vol. 33.2022, 2, p. 189-201
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| Subject: | Catalog | Cross-media | Email | Multichannel | Radio | Television | Fernsehen | Vertriebsweg | Distribution channel | Konsumentenverhalten | Consumer behaviour | E-Mail | E-mail | Marketingmanagement | Marketing management | Rundfunk | Broadcast | Mediamix-Strategie | Media mix | Mediennutzung | Media usage |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-021-09592-6 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013273025