Practice Prize Paper—Marketing's Profit Impact: Quantifying Online and Off-line Funnel Progression

Thorsten Wiesel
Thorsten Wiesel
[email protected]
Department of Marketing, Faculty of Economics and Business, University of Groningen, 9700 AV Groningen, The Netherlands
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,
Koen Pauwels
Koen Pauwels
[email protected]
Özyeğin University, 34662 Altunizade Üsküdar, İstanbul, Turkey
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,
Joep Arts
Joep Arts
[email protected]
Faculty of Economics and Business Administration, VU University Amsterdam, 1081 HV Amsterdam, The Netherlands
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Thorsten Wiesel

[email protected]

Department of Marketing, Faculty of Economics and Business, University of Groningen, 9700 AV Groningen, The Netherlands

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Koen Pauwels

[email protected]

Özyeğin University, 34662 Altunizade Üsküdar, İstanbul, Turkey

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Joep Arts

[email protected]

Faculty of Economics and Business Administration, VU University Amsterdam, 1081 HV Amsterdam, The Netherlands

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Published Online:30 Dec 2010https://doi.org/10.1287/mksc.1100.0612

Supplemental Material

mksc.1100.0612-sm-online_supplement.pdf (131 KB)

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Volume 30, Issue 4

July-August 2011

Pages 565-756

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Received:March 28, 2010
Accepted:July 30, 2010
Published Online:December 30, 2010

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Thorsten Wiesel, Koen Pauwels, Joep Arts, (2011) Practice Prize Paper—Marketing's Profit Impact: Quantifying Online and Off-line Funnel Progression. Marketing Science 30(4):604-611.

https://doi.org/10.1287/mksc.1100.0612

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Practice Prize Paper—Marketing's Profit Impact: Quantifying Online and Off-line Funnel Progression

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