Attributing conversions in a multichannel online marketing environment : an empirical model and a field experiment
Hongshuang (Alice) Li and P. K. Kannan
| Year of publication: |
2014
|
|---|---|
| Authors: | Li, Hongshuang ; Kannan, P. K. |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 51.2014, 1, p. 40-56
|
| Subject: | attribution modeling | multichannel marketing | purchase funnel | online advertising | touchpoint management | Online-Marketing | Internet marketing | Vertriebsweg | Distribution channel | Konsumentenverhalten | Consumer behaviour | Online-Handel | Online retailing | Electronic Commerce | E-commerce | Werbewirkung | Advertising effects | Feldforschung | Field research |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010349040