Using Customer Equity to Determine Optimal Multichannel Strategies

Paul M, Hennig-Thurau T, Rudolph T

Cite as

Paul, M., Hennig-Thurau, T., & Rudolph, T. (2008). Using Customer Equity to Determine Optimal Multichannel Strategies. Poster session presented at the 2008 AMA Summer Educators’ Conference.

Details

Publication type
Abstract in Online-Sammlung (Konferenz)

Peer reviewed
Yes

Publication status
Published

Year
2008

Conference
2008 AMA Summer Educators’ Conference

Start page
443

End page
444

Publisher
American Marketing Association

Place
Chicago

Language
English