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Gensler et al., 2012 - Google Patents

Understanding consumers' multichannel choices across the different stages of the buying process

Gensler et al., 2012

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Document ID
4962619528406392225
Author
Gensler S
Verhoef P
Böhm M
Publication year
Publication venue
Marketing Letters

External Links

Snippet

This article provides a more integrative approach toward channel choice than previous research by considering all stages of the buying process (search, purchase, and after-sales), and by taking channel attributes, experience, and spillover effects into account when …
Continue reading at research.rug.nl (PDF) (other versions)

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