Can combining web and mobile communication channels reveal concealed customer value?

Conference object English OPEN
Bothorel , Grégoire; Vanheems , Régine; Guérin , Anne;
  • Publisher: HAL CCSD
  • Subject: synergy | uplift | omni-channel communication | customer value | incrémentalité | valeur client | [ SHS.GESTION ] Humanities and Social Sciences/Business administration | communication omni-canal | synergie | incrementality

International audience; Many firms have implemented a customer-value based segmentation to improve the efficiency of MARCOM campaigns as part of their long term customer relationship strategies (Kumar 2010, Thomas et al. 2005).If distribution channel addition may increa... View more
  • References (3)

    Dinner I.M, Van Heerde H.J. and Neslin S.A. (2014), Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising, Journal of Marketing Research, 51, 5, 527-545.

    Godfrey A., Seiders K., Voss G.B. (2011), Enough is enough! The fine line in executing multichannel relational communication, Journal of Marketing, 75, 4, 94-109.

    Kumar, V. (2005), Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior, Journal of interactive Marketing, 19, 2, 44-62

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