Does Online Information Drive Offline Revenues?: Only for Specific Products and Consumer Segments!
نویسندگان
چکیده
Koen Pauwels a,∗, Peter S.H. Leeflang b, Marije L. Teerling c,1, K.R. Eelko Huizingh d a Ozyegin University, Kusbakisi Street 2, 34662 Altunizade, Üsküdar, İstanbul, Turkey b Marketing Department of University of Groningen, Faculty of Economics and Business, The Netherlands c Telematica Instituut, P.O. Box 589, 7500 AN Enschede, The Netherlands d Department of Business Development, Faculty of Economics and Business, The Netherlands
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