An analytic decision making framework to evaluate multiple marketing channels

Industrial Marketing Management

Volumn 43, Issue 8, 2014, Pages 1420-1434

  Chen, Kun ^a   Kou, Gang ^b   Shang, Jennifer ^c  

^a UNIVERSITY OF ELECTRONIC SCIENCE AND TECHNOLOGY OF CHINA   (China)

^b SOUTHWESTERN UNIVERSITY OF FINANCE AND ECONOMICS   (China)

^c UNIVERSITY OF PITTSBURGH   (United States)

Author keywords

Evaluation criteria; Managerial decision making; MCDM; Multiple marketing channels

Indexed keywords

EID: 84919696442     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.indmarman.2014.06.011     Document Type: Article

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