Multichannel marketing : metrics and methods for on and offline success
Akin Arikan
| Year of publication: |
2008
|
|---|---|
| Authors: | Arikan, Akin |
| Publisher: |
Indianapolis, Ind. : Wiley |
| Subject: | Vertriebsweg | Distribution channel | Online-Marketing | Internet marketing | Return on Investment | Return on investment | Messung | Measurement | Marketingmanagement | Marketing management | Electronic Commerce | Mehrgleisiger Vertrieb | Vertriebsorganisation | Marketing |
| Description of contents: | Table of Contents [gbv.de] ; Table of Contents [loc.gov] ; Description [swbplus.bsz-bw.de] ; Description [loc.gov] |
| Extent: | XXIV, 288 S. graph. Darst. |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Ratgeber ; Guidebook |
| Language: | English |
| Notes: | With great opportunity come great challenges -- The web analyst tackles multichannel metrics online -- The offline marketer's bag of tricks -- The direct marketer digs into multichannel analytics -- The brand advertiser's take on multichannel analytics -- Measure lift between online and offline -- Measure 1:1 interactions between online and offline -- Measure multi-touch conversions -- Attract and acquire -- Engage and convert -- Grow lifetime value |
| ISBN: | 0-470-23959-X ; 978-0-470-23959-9 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003659973