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Assessing Marketing Resource Allocation in Retail
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| 자료유형 | 학위논문 |
|---|---|
| 서명/저자사항 | Assessing Marketing Resource Allocation in Retail. |
| 개인저자 | Valenti, Albert. |
| 단체저자명 | Boston University. Management. |
| 발행사항 | [S.l.]: Boston University., 2018. |
| 발행사항 | Ann Arbor: ProQuest Dissertations & Theses, 2018. |
| 형태사항 | 138 p. |
| 기본자료 저록 | Dissertation Abstracts International 79-11A(E). Dissertation Abstract International |
| ISBN | 9780438146877 |
| 학위논문주기 | Thesis (Ph.D.)--Boston University, 2018. |
| 일반주기 |
Source: Dissertation Abstracts International, Volume: 79-11(E), Section: A.
Adviser: Shuba Srinivasan. |
| 요약 | This dissertation examines two problems retailers face when assessing their marketing resource allocation. In the first chapter, I develop a conceptual framework and modeling approach to help retailers assess how online and offline marketing eff |
| 요약 | In the second chapter, I quantify the simultaneous effects of customer satisfaction (CS) and employee satisfaction (ES) on cross-buying. I jointly model the effects of CS and ES on cross-buying probability controlling for customer heterogeneity |
| 일반주제명 | Marketing. |
| 언어 | 영어 |
| 바로가기 | 
: 이 자료의 원문은 한국교육학술정보원에서 제공합니다. |
