Implementing a multichannel marketing strategy: How perceived customer value affects channel choice across different stages of the decision making process

H.C.A. Roest, R.T. Frambach, T.V. Krishnan

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

Original languageEnglish
Title of host publicationProceedings of the 36th EMAC Conference
EditorsH.O. Engilbertson
Place of PublicationReykjavik
PublisherReykjavik University
Pages1-8
ISBN (Print)9979948353
Publication statusPublished - 2007

Cite this

Roest, H. C. A., Frambach, R. T., & Krishnan, T. V. (2007). Implementing a multichannel marketing strategy: How perceived customer value affects channel choice across different stages of the decision making process. In H. O. Engilbertson (Ed.), Proceedings of the 36th EMAC Conference (pp. 1-8). Reykjavik University.