Consumer search and marketing actions in retailing
This dissertation seeks to gain insight into the critical roles of consumers and marketers in a retail context using a variety of unique and rich data sources (e.g., tracking data, retail scanner data, ad intel data and publicly available data). The main aim of the two essays is to focus on unique a...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2022
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| Online Access: | https://ink.library.smu.edu.sg/etd_coll/394 https://ink.library.smu.edu.sg/context/etd_coll/article/1392/viewcontent/GPBM_AY2017_PhD_YI_PENG.pdf |
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| Institution: | Singapore Management University |
| Language: | English |