Adding bricks to clicks: Predicting the patterns of cross-channel elasticities over time

Journal of Marketing

Volumn 76, Issue 3, 2012, Pages 96-111

  Avery, Jill ^a   Steenburgh, Thomas J ^b   Deighton, Johnv ^b   Caravella, Mary ^c  

^a Simmons School of Management   (United States)

^b HARVARD BUSINESS SCHOOL   (United States)

^c UNIVERSITY OF CONNECTICUT   (United States)

Author keywords

Channel management; Channel migration; Channels of distribution; Direct marketing; E commerce; Multichannel retailing; Retail stores

Indexed keywords

EID: 84861919846     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jm.09.0081     Document Type: Article

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