Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising

By Isaac Dinner, Harald J. Heerde Van, Scott A. Neslin. 2013

280 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/3acdb85b7a451a51b20138cc8f16d284a5531e83

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Management Science and Operations Research

1. Andrew T. Stephen

In Marketing

1. Andrew T. Stephen
2. P. K. Kannan
3. Hongshuang Li

In Strategy and Management

1. Andrew T. Stephen

Citations in the corpus

• The role of digital and social media marketing in consumer behavior (2016, background): “[19] considered how digital display and search ads drive online and offline purchasing for a retailer, finding that digital ads are more effective than offline ads in driving online behavior.”
• Digital marketing: A framework, review and research agenda (2017, unknown): “positioning strategy can be impacted by their search engine marketing (SEM) and search engine optimization (SEO) strategies (Dou et al. 2010). As SEM and SEO is adapted and applied for mobile, voice search, in-app search and chat room commerce, more factors and metrics need to be considered when dev”