Finding the Right Metrics to Manage Multi-Channel Distribution
By: Kusum L. Ailawadi and Paul W. Farris
Authors
Kusum L. Ailawadi
Charles Jordan TU’12 Professor of Marketing, Tuck School of Business, Dartmouth
Paul W. Farris
Landmark Communications Professor Emeritus of Business Administration, University of Virginia, Darden School of Business, Charlottesville
DOI: https://doi.org/10.2478/nimmir-2023-0004 | Journal eISSN: 2628-166X
Language: English
Page range: 24 - 31
Published on: Apr 19, 2023
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
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© 2023 Kusum L. Ailawadi, Paul W. Farris, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.