Essays on Online and Multi-Channel Marketing
Zhang, Lingling;
- Publisher: Harvard University
- Subject: Business Administration, Marketing
Firms increasingly adopt online and multi-channel marketing strategies to reach and persuade consumers. Therefore, designing an effective marketing mix is critical to their success. The aim of my dissertation is to understand the strategy behind firms’ channel choices a... View more
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- Digital Access to Scholarship at Harvard via Digital Access to Scholarship at Harvard (Doctoral thesis, 2016)