Influence of pull marketing actions on marketing action effectiveness of multichannel firms : a meta-analysis
Year of publication: |
2023
|
---|---|
Authors: | Zhang, Peng Vincent ; Kim, Seoyoung ; Chakravarty, Anindita |
Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 51.2023, 2, p. 310-333
|
Subject: | Marketing effectiveness | Meta-analysis | Multichannel distribution | Pull marketing | Meta-Analyse | Vertriebsweg | Distribution channel | Marketing | Marketingmanagement | Marketing management |
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