Multilevel marketing : optimizing marketing effectiveness for high-involvement goods in the automotive industry
Thomas Niemand, Sascha Kraus, Sophia Mather, Antonio C. Cuenca-Ballester
| Year of publication: |
2020
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|---|---|
| Authors: | Niemand, Thomas ; Kraus, Sascha ; Mather, Sophia ; Cuenca-Ballester, Antonio C. |
| Published in: |
International entrepreneurship and management journal. - Berlin : Springer Science+Business Media, ISSN 1555-1938, ZDB-ID 2191484-9. - Vol. 16.2020, 4, p. 1367-1392
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| Subject: | Attribution modeling | Multichannel advertising | Multi-channel attribution modeling | Conversion funnel | Channel effectiveness | Automotive industry | Kfz-Industrie | Vertriebsweg | Distribution channel | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management | Kfz-Markt | Automotive market | Theorie | Theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11365-020-00669-8 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012310738