Browsing Faculty of Business by Author "Reimer, K."
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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. ...
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