Paths to and off purchase : quantifying the impact of traditional marketing and online consumer activity
Year of publication: |
July 2016
|
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Authors: | Srinivasan, Shuba ; Rutz, Oliver J. ; Pauwels, Koen |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 44.2016, 4, p. 440-453
|
Subject: | Paid, owned, and earned media | VAR | FMCG | Path to purchase | Advertising | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Werbung |
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