When and how are multichannel strategies successful? Identification of strategy types, underlying mechanisms, and development of a moderator framework
| Author: | Julia Beckmann, Michael PaulORCiDGND |
|---|---|
| Frontdoor URL | https://opus.bibliothek.uni-augsburg.de/opus4/55449 |
| URL: | http://www.proceedings.com/22402.html |
| ISBN: | 9781632665881OPAC |
| Parent Title (English): | AMA Winter Marketing Educators' Conference 2014: Engaging Customers; Proceedings of a meeting held 21-23 February 2014, Orlando, Florida, USA |
| Publisher: | American Marketing Association (AMA) |
| Place of publication: | Chicago, IL |
| Editor: | Gary Hunter, Tom Steenburgh |
| Type: | Part of a Book |
| Language: | English |
| Year of first Publication: | 2014 |
| Release Date: | 2019/06/24 |
| First Page: | J-5 |
| Last Page: | J-6 |
| Series: | AMA Educators Proceedings ; 25 |
| Institutes: | Wirtschaftswissenschaftliche Fakultät |
| Wirtschaftswissenschaftliche Fakultät / Institut für Betriebswirtschaftslehre | |
| Wirtschaftswissenschaftliche Fakultät / Institut für Betriebswirtschaftslehre / Lehrstuhl für Value Based Marketing |
