Browsing Faculty of Business by Author "Arts, J."
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Marketing's profit impact: quantifying online and off-line funnel progression
Wiesel, T.; Pauwels, Koen Hendrik; Arts, J. (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 ...
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