How Online Consumer Segments Differ in Long-term Marketing Effectiveness

Journal of Interactive Marketing

Volumn 28, Issue 4, 2014, Pages 271-284

  Reimer, Kerstin ^a   Rutz, Oliver J ^b   Pauwels, Koen ^c  

^a Schauenburgerstraße 116   (Germany)

^b UNIVERSITY OF WASHINGTON   (United States)

^c OZYEGIN UNIVERSITY   (Turkey)

Author keywords

Advertising; Digital music; Latent class segmentation; Long term effectiveness; Online; Segments; Synergy; Vector autoregression

Indexed keywords

EID: 84920565244     PISSN: 10949968     EISSN: 15206653     Source Type: Journal    
DOI: 10.1016/j.intmar.2014.05.002     Document Type: Article

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