Driving online and offline sales : the cross-channel effects of digital versus traditional advertising
Year of publication: |
2011 ; Rev.
|
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Authors: | Dinner, Isaac M. ; Heerde, Harald J. van ; Neslin, Scott A. |
Publisher: |
Hanover, NH : Tuck School of Business at Dartmouth |
Subject: | Werbung | Advertising | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Vertriebsweg | Distribution channel | Elastizität | Elasticity | Bayes-Statistik | Bayesian inference |
Extent: | Online-Ressource (48 S.) graph. Darst. |
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Series: | Tuck School of Business working paper / Tuck School of Business at Dartmouth. - Hanover, NH, ZDB-ID 2452634-4. - Vol. 2012-103 |
Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Arbeitspapier ; Working Paper ; Graue Literatur ; Non-commercial literature |
Language: | English |
Notes: | Systemvoraussetzungen: Acrobat Reader |
Other identifiers: | 10.2139/ssrn.1955653 [DOI] |
Classification: | M37 - Advertising ; M31 - Marketing |
Source: | ECONIS - Online Catalogue of the ZBW |
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