Driving online and offline sales : the cross-channel effects of traditional, online display, and paid search advertising
Year of publication: |
2014
|
---|---|
Authors: | Dinner, Isaac M. ; Heerde, Harald J. van ; Neslin, Scott A. |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 51.2014, 5, p. 527-545
|
Subject: | advertising elasticity | search advertising | banner advertising | multichannel | cross-effects | nonlinear models | marketing-mix models | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Suchmaschine | Search engine | Vertriebsweg | Distribution channel | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour |
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