Tell Me Where You Are and I’ll Tell You What You Want: Using Location Data to Improve Marketing Decisions
By: Martin Spann, Dominik Molitor and Stephan Daurer
References
- Bell, David R. (2014): “Location Is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One,” New Harvest, Boston.
- Daurer, Stephan; Molitor, Dominik; Spann, Martin; Manchanda, Puneet (2015): “Consumer Search Behavior on the Mobile Internet: An Empirical Analysis (July 2015),” Ross School of Business, Paper No. 1275. http://ssrn.com/abstract=2603242
- Luo, Xueming; Andrews, Michelle; Fang, Zheng; Phang, Chee Wei (2014): “Mobile Targeting,” Management Science, Vol. 60 (7), pp. 1738-1756.
- Molitor, Dominik; Reichhart, Philipp; Spann, Martin; Ghose, Anindya (2016): “Measuring the Effectiveness of Location-based Advertising: A Randomized Field Experiment.” http://ssrn.com/abstract=2645281
DOI: https://doi.org/10.1515/gfkmir-2016-0013 | Journal eISSN: 2628-166X
Language: English
Page range: 30 - 37
Published on: Oct 28, 2016
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Related subjects:
© 2016 Martin Spann, Dominik Molitor, Stephan Daurer, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.