Direct mail to prospects and email to current customers? : modeling and field-testing multichannel marketing
Year of publication: |
2024
|
---|---|
Authors: | Valenti, Albert ; Srinivasan, Shuba ; Yildirim, Gokhan ; Pauwels, Koen |
Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 52.2024, 3, p. 815-834
|
Subject: | Direct mail | Email | Field experiment | Hierarchical linear model | Marketing mix effectiveness | Multichannel retailing | Direktmarketing | Direct marketing | E-Mail | E-mail | Marketingmanagement | Marketing management | Vertriebsweg | Distribution channel |
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