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Substitution or Promotion? The Impact of Price Discounts on Cross-Channel Sales of Digital Movies

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  • Gong, Jing
  • Smith, Michael D.
  • Telang, Rahul

Abstract

Technology is transforming the marketing function in many ways, and this transformation is particularly apparent for information goods such as movies where digital technologies provide marketers with new distribution channels, which in turn create new opportunities for cross-channel effects. However, these digital channels also provide researchers with new opportunities to measure micro-level customer behavior to understand the impact of cross-channel effects in real-world settings.

Suggested Citation

  • Gong, Jing & Smith, Michael D. & Telang, Rahul, 2015. "Substitution or Promotion? The Impact of Price Discounts on Cross-Channel Sales of Digital Movies," Journal of Retailing, Elsevier, vol. 91(2), pages 343-357.
    • Handle: RePEc:eee:jouret:v:91:y:2015:i:2:p:343-357
    DOI: 10.1016/j.jretai.2015.02.002
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