Using Customer Equity to Determine Optimal Multichannel Strategies

Paul M, Hennig-Thurau T, Rudolph T



Publication type
Abstract als ePaper (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