The path to purchase and attribution modeling : introduction to special section
P.K. Kannan, Werner Reinartz, Peter C. Verhoef
| Year of publication: |
September 2016
|
|---|---|
| Authors: | Kannan, P. K. ; Reinartz, Werner J. ; Verhoef, Peter C. |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 33.2016, 3, p. 449-456
|
| Subject: | Path to purchase | Attribution modeling | Multi-channel marketing | Media mix | Cross device attribution | Big data analytics | Modellierung | Scientific modelling | Kauf | Purchase | Mediamix-Strategie | Big Data | Big data |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2016.07.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011596849