Browsing Business Administration by Subject "Synergy"
Now showing items 1-2 of 2
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How online consumer segments differ in long-term marketing effectiveness
(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. ... -
The impact of brand familiarity on online and offline media synergy
(Elsevier, 2016)Rooted in the integrated marketing communication framework, this paper conceptualizes how brand familiarity affects online and cross-channel synergies. The empirical analysis uses Bayesian vector autoregressive models to ...
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