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| Author: | Balasubramanian, S. |
| Title: | Mail versus mall: a strategic analysis of competition between direct marketers and conventional retailers |
| Journal: | Marketing Science
1998 : VOL. 17:3, p. 181-195 |
| Index terms: | MARKETING DIRECT SELLING RETAILING |
| Language: | eng |
| Abstract: | Consumers now purchase several offerings from direct sellers, including catalog and Internet marketers. These direct channels exist in parallel with the conventional retail stores. The availability of multiple channels has significant implications for the performance of consumer markets. The literature in marketing and economics has, however, been dominated by a focus on the conventional retail sector. This paper is an effort toward modeling competition in the multiple channel environment from a strategic viewpoint. |
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