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dc.contributor.authorWiesel, T.
dc.contributor.authorPauwels, Koen Hendrik
dc.contributor.authorArts, J.
dc.date.accessioned2012-08-17T10:20:15Z
dc.date.available2012-08-17T10:20:15Z
dc.date.issued2011
dc.identifier.issn0732-2399
dc.identifier.urihttp://hdl.handle.net/10679/242
dc.identifier.urihttp://pubsonline.informs.org/doi/abs/10.1287/mksc.1100.0612
dc.descriptionDue to copyright restrictions, the access to the full text of this article is only available via subscription.
dc.description.abstractInofec, a small- to medium-sized enterprise in the business-to-business sector, desired a more analytic approach to allocate marketing resources across communication activities and channels. We developed a conceptual framework and econometric model to empirically investigate (1) the marketing communication effects on offline and online purchase funnel metrics and (2) the magnitude and timing of the profit impact of firm-initiated and customer-initiated contacts. We find evidence of many cross-channel effects, in particular, off-line marketing effects on online funnel metrics and online funnel metrics on off-line purchases. Moreover, marketing communication activities directly affect both early and later purchase funnel stages (website visits, online and off-line information, and quote requests). Finally, we find that online customer-initiated contacts have substantially higher profit impact than off-line firm-initiated contacts. Shifting marketing budgets toward these activities in a field experiment yielded net profit increases 14 times larger than those for the status quo allocation.en_US
dc.language.isoengen_US
dc.publisherInformsen_US
dc.relation.ispartofMarketing Science
dc.rightsrestrictedAccess
dc.titleMarketing's profit impact: quantifying online and off-line funnel progressionen_US
dc.typeArticleen_US
dc.peerreviewedyesen_US
dc.publicationstatuspublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID(ORCID & YÖK ID 141722) Pauwels, Koen
dc.contributor.ozuauthorPauwels, Koen Hendrik
dc.identifier.volume30
dc.identifier.issue4
dc.identifier.startpage604
dc.identifier.endpage611
dc.identifier.wosWOS:000293824200005
dc.identifier.doi10.1287/mksc.1100.0612
dc.subject.keywordsProfit impact of marketing activitiesen_US
dc.subject.keywordsOff-line and online; persistence modelingen_US
dc.subject.keywordsField experimenten_US
dc.identifier.scopusSCOPUS:2-s2.0-80051644499
dc.contributor.authorMale1


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