Ading bricks to clicks Predicting the patterns of cross channelelasticities over time

By:

AVERY, JILL

Contributor(s):

STEENBURGH, THOMAS J

Material type:

Mixed materialsPublication details: 2012Description: 96-111Subject(s):

MULTICHANNEL RETAILING

NLM classification:

658.85

In: JOURNAL OF MARKETINGMSummary: The authors propose a conceptual framework to explain whether and when the introduction of a new retail store channel helps or hurts seles in existing direct channels. A conceptual framework separates short and long term effect by analyzing the capabilities of a channel that help consumer accomplish their shopping goals.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		76/3	Available		P14400

The authors propose a conceptual framework to explain whether and when the introduction of a new retail store channel helps or hurts seles in existing direct channels. A conceptual framework separates short and long term effect by analyzing the capabilities of a channel that help consumer accomplish their shopping goals.

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