Linking clicks to bricks : understanding the effects of email advertising on multichannel sales
Mi Zhou, Vibhanshu Abhishek, Edward H. Kennedy, Kannan Srinivasan, Ritwik Sinha
| Year of publication: |
2025
|
|---|---|
| Authors: | Zhou, Mi ; Abhishek, Vibhanshu ; Kennedy, Edward H. ; Srinivasan, Kannan ; Sinha, Ritwik |
| Published in: |
Information systems research : ISR. - Linthicum, Md. : INFORMS, ISSN 1526-5536, ZDB-ID 2027203-0. - Vol. 36.2025, 1, p. 225-238
|
| Subject: | purchase funnel | doubly robust estimator | email advertising | multichannel retail | Vertriebsweg | Distribution channel | Werbung | Advertising | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | E-Mail | E-mail | Einzelhandel | Retail trade | Online-Handel | Online retailing | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/isre.2020.0557 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015435581