Suppose that HSN is trying to separately evaluate the impact of its various communication media. How can they do this in a multichannel world? For example, someone might see a product on TV but then buy it online. (This is hard to do, and is one reason why multichannel strategies are complex
Suppose that HSN is trying to separately evaluate the impact of its various communication media. How can they do this in a multichannel world? For example, someone might see a product on TV but then buy it online. (This is hard to do, and is one reason why multichannel strategies are complex
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Suppose that HSN is trying to separately evaluate the impact of its various communication media. How can they do this in a multichannel world? For example, someone might see a product on TV but then buy it online. (This is hard to do, and is one reason why multichannel strategies are complex.)
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