Working Papers

Do Marketing Campaigns Produce Multichannel Buying and More Profitable Customers? A Field Experiment

Elisa Montaguti, and Scott A. Neslin, and Sara Valentini

Jul 1, 2012

Employs a field experiment to investigate the ability of marketing campaigns to create multichannel customers; manipulates campaign message and incentives and measures the impact on multichannel shopping and in turn the translation of multichannel shopping to customer profitability

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