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Catalogue as a tool for reinforcing habits: Empirical evidence from a multichannel retailer

Mark, Tanya ; Bulla, Jan ; Niraj, Rakesh ; Bulla, Ingo ; Schwarzwäller, Wolfgang



Zusammenfassung

Retailers are experiencing a systematic shift in the buying habits of their customers as more customers buy across different channels. Marketing managers face the daunting task of embracing online and offline channels to engage consumers, influence choice, and create habits to sustain a competitive advantage. We develop a dynamic segmentation model of channel choice and purchase frequency to ...

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