Are multichannel customers really more valuable? the moderating role of product category characteristics

Journal of Marketing

Volumn 77, Issue 4, 2013, Pages 67-85

  Kushwaha, Tarun ^a   Shankar, Venkatesh ^b  

^a UNIVERSITY OF NORTH CAROLINA   (United States)

^b TEXAS A AND M UNIVERSITY   (United States)

Author keywords

Channels; Customer relationship management; Multichannel marketing; Retailing

Indexed keywords

EID: 84884494189     PISSN: 00222429     EISSN: 15477185     Source Type: Journal    
DOI: 10.1509/jm.11.0297     Document Type: Article

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