How to Allocate Marketing Resources across Multiple Service Channels? A Customer Value Approach

Paul, MichaelMichaelPaulHennig-Thurau, ThorstenThorstenHennig-ThurauRudolph, ThomasThomasRudolph2023-04-132023-04-132008-09-11https://www.alexandria.unisg.ch/handle/20.500.14171/77898enServiceRetailingBest Paper AwardHow to Allocate Marketing Resources across Multiple Service Channels? A Customer Value Approachconference paper