publication . Doctoral thesis . 2016

Essays on Online and Multi-Channel Marketing

Zhang, Lingling;
Open Access English
  • Published: 01 Jan 2016
  • Publisher: Harvard University
  • Country: United States
Abstract
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 and assess marketing effectiveness. It consists of three large-scale empirical studies examining several important aspects of online and multi-channel marketing. My first essay focuses on the business-to-business (B2B) interactions involving online platforms, which serve as new channels for traditional merchants to reach consumers and grow business. Using data from the daily deal market, we specify...
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Subjects
free text keywords: Business Administration, Marketing
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Doctoral thesis . 2016
Provider: Digital Access to Scholarship at Harvard
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