Working Papers

Marketing Effectiveness in the Music Download Industry

Kerstin Reimer, Oliver J. Rutz, and Koen H. Pauwels

Jan 1, 2010

Investigates whether findings from existing work on the short- and long-term effectiveness of various marketing instruments apply to online entertainment; examines the impact of coupon promotions, TV, radio, print, and Internet advertising across customer segments for the music download industry.

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