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The Air War versus The Ground Game:An Analysis of Multi-Channel Marketing in U.S. Presidential Elections
Personal Selling Multi-Channel Marketing Political Campaigns Discrete-Choice Modeling
2015/4/28
Firms increasingly use both mass-media advertising and targeted personal selling to successfully promote products and brands in the marketplace. In this study, we jointly examine the effect of mass-me...
Mixed Channel Service Competition Based on Different Service Pattern in Software-as-a-Service
Mixed Channel SaaS Service Customer Base
2013/2/23
Software-as-a-Service (SaaS) realizes the transformation from product to Service through put the software into “clouds”. SaaS supply chain is composed of a SaaS ISV (Independent Software Vender) who s...
Liberal Returns Policy: Communication and Performance of the Marketing Channel
liberal returns policy communication channel
2010/12/7
The performance of a marketing channel depends on its information structure. It is high when both manufacturer and retailers have accurate information about demand conditions. Accordingly, in the case...