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Marketing's profit impact: quantifying online and off-line funnel progression
(Informs, 2011)
Inofec, 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 ...
Does online information drive offline revenues? Only for specific products and consumer segments!
(Elsevier, 2011-03)
While many offline retailers have developed informational websites that offer information on products and prices, the key question for such informational websites is whether they can increase revenues via web-to-store ...
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