Using Customer Equity to Determine Optimal Multichannel Strategies

Paul M, Hennig-Thurau T, Rudolph T



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