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MAPPING CURRENT CONSUMER DECISION JOURNEYS USING REAL-TIME LONGITUDINAL ONLINE AND OFFLINE TOUCHPOINT DATA

Susana Santos, Helena Martins Gonçalves
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  • URLhttps://db.koreascholar.com/Article/Detail/401899
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.1383-1388
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
키워드
consumer decision journeyonline and offline touchpointsmultichannelmobileelectronic mobile diaries
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EXTENDED ABSTRACT
    State of the Art and Research Aims
    Methodology
    Results and Contributions
REFERENCES
저자
  • Susana Santos(ADVANCE/CSG, ISEG)
  • Helena Martins Gonçalves(ADVANCE/CSG, ISEG)
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