Direct Channel or Distribution Channel? The Role of Internet-Based Targeted Advertising With Vertical Differentiation in Distinct Channels
The selection of optimal channels is considered the critical marketing strategy for the firm. Effective vertical channel selection could induce distinct effects on the firm’s profit and social warfare by selecting a specific type of advertising. Otherwise, as the targeted population is quite differe...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2024-10-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440241286727 |
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