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Metrics for the New Internet Marketing Communications Mix

Randolph E. Bucklin

Review of Marketing Research

ISBN: 978-0-7656-2125-2, eISBN: 978-0-85724-727-8

Publication date: 1 January 2009

Citation

Bucklin, R.E., Rutz, O.J. and Trusov, M. (2009), "Metrics for the New Internet Marketing Communications Mix", Malhotra, N.K. (Ed.) Review of Marketing Research (Review of Marketing Research, Vol. 5), Emerald Group Publishing Limited, Leeds, pp. 175-192. https://doi.org/10.1108/S1548-6435(2008)0000005011

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited