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Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA
This research investigates the cost-result relationship of the Inbound Marketing actions used by grocery e-commerce. The analysis is based on the application of the Dorfman and Steiner (1954) model for optimal advertising budget, which is adapted by the authors to digital marketing and verified with...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Published by Elsevier Inc.
2021
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7572302/ https://www.ncbi.nlm.nih.gov/pubmed/33100412 http://dx.doi.org/10.1016/j.techfore.2020.120373 |