Browsing Business Administration by Author "Rutz, O. J."
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How online consumer segments differ in long-term marketing effectiveness
Reimer, K.; Rutz, O. J.; Pauwels, Koen Hendrik (Elsevier, 2014-11)Online commerce gives companies not only a growing global sales platform, but also powerful consumers enjoying 24/7 availability, choice proliferation and the power to opt in and out permission-based communication. ... -
Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity
Srinivasan, S.; Rutz, O. J.; Pauwels, Koen Hendrik (Springer International Publishing, 2016-07)This study investigates the effects of consumer activity in online media (paid, owned, and earned) on sales and their interdependencies with the traditional marketing mix elements of price, advertising and distribution. ...
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