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Finding the Right Metrics to Manage Multi-Channel Distribution

Kusum L. Ailawadi

Kusum L. Ailawadi

Charles Jordan TU’12 Professor of Marketing, Tuck School of BusinessDartmouth,
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Ailawadi, Kusum L.
 and 
Paul W. Farris

Paul W. Farris

Landmark Communications Professor Emeritus of Business Administration, University of Virginia, Darden School of BusinessCharlottesville,
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Farris, Paul W.
  
Apr 19, 2023
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Published Online: Apr 19, 2023
Page range: 24 - 31
DOI: https://doi.org/10.2478/nimmir-2023-0004
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© 2023 Kusum L. Ailawadi et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.
Ailawadi, Kusum L.
Charles Jordan TU’12 Professor of Marketing, Tuck School of BusinessDartmouth
Farris, Paul W.
Landmark Communications Professor Emeritus of Business Administration, University of Virginia, Darden School of BusinessCharlottesville
Language:
English
Publication timeframe:
2 times per year
Journal Subjects:
Business and Economics, Political Economics, Public Finance and Fiscal Theory, Business Management, Marketing, Sales, Customer Relations, Management, Organization, Corporate Governance, Business Management, other
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