RIS ID
12236
Abstract
Adding online resources to a promotional mix adds a new level of complexity to marketing communications. The challenge for marketers is to retain a focus on value delivery which requires understanding both main effects and interactions between communication and promotional methods. This paper reports a qualitative study preceding a non-discrete choice experiment simulation to research information source effects at different stages of the buying process for different service types.
Publication Details
Grant, R. G. (2005). Consumer preferences for online and offline resources in the process of buying a high involvement service bundle: a qualitative exploration. In S. Purchase (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 80-86). Fremantle, Australia: Australian and New Zealand Marketing Academy.