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Research papers

The joint effect of several marketing activities

It is rarely possible to study the effect of several marketing factors simultaneously. New media, however, may provide such opportunities. Teleshopping does so, because here sales is linked directly to product, price, advertising, media plans, etc....

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Ole Stenvinkel Nilsson
June 15, 1991

Research papers

Home shopping in the United States

Shopping in the past 150 years has moved from the town square to main street to the mall and, now, to television and computers. Unlike earlier forms of shopping at home (catalogs, direct mail)j today the process is interactive and almost...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Author: Helen Katz
June 15, 1989