TITLE

Channel Shifting: How to Optimize Your Marketing Investment

AUTHOR(S)
Dharamsi, Shamez S.
PUB. DATE
June 2012
SOURCE
Multichannel Merchant Exclusive Insight;6/20/2012, p2
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses the use of the concept of channel shifting to optimize a merchant's marketing investment. It explores the re-emergence of the concept with the advent of new technologies. It explains the need of merchants to be proactive in their efforts to create a unified brand presence. In addition, the article suggests the use of analytical tools to evaluate consumer behavior.
ACCESSION #
77918447

 

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