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Channel Elasticity and Marketing Mix Synergies: A Meta-Analytic Review.

Authors :
Peng Zhang
Seoyoung Kim
Chakravarty, Anindita
Source :
AMA Winter Academic Conference Proceedings; 2019, Vol. 30, pICM-13-ICM-14, 2p
Publication Year :
2019

Subjects

Subjects :
MARKETING strategy
MULTICHANNEL communication
ORGANIZATIONAL performance
MAXIMUM likelihood statistics
BUSINESS size
MARKET orientation

Details

Language :
English
ISSN :
10540806
Volume :
30
Database :
Complementary Index
Journal :
AMA Winter Academic Conference Proceedings
Publication Type :
Conference
Accession number :
145018193

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