Managing marketing mix and communications in a digital era: The role of traditional and new media in a multichannel environment
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Fueled by technological advancement firms' marketing mix strategies with respect to price, promotion, product, and place (4Ps) have been redefined and restructured several times. For example, firms' existing communication methods such as newspaper, radio, catalog, and television are now being supplemented with emerging and technology driven media such as email, mobile communication, e-catalogs, and social media. Furthermore, such advances not only enable firms to expand their modes of distribution beyond their traditional outlets to include multiple channels (e.g. brick and mortars stores, online stores, catalogs) but also to sell multiple product categories across these different channels. In such a multi-communication, multichannel environment consumers could well exhibit differential responses to various marketing and communication elements because of their intrinsic preferences, behavioral, and consumption pattern across multiple categories. This dissertation consists of three essays that investigate firms' marketing mix strategies with respect to price, promotion, product, and place. In this technology driven marketing environment characterized by adoption of multiple communication and multiple channels, we offer a technique that allows firms to better allocate their marketing resources. The first essay seeks to study the interplay and effectiveness of different communication media adopted by the firms, including traditional as well as emerging media in a multichannel multi-category environment that affect consumers' purchase incidence and quantity decisions. Here, we investigate the dynamic effects of traditional and emerging communication media and the interplay among them. This study helps understand how emerging media (such as email, educational programs, e-catalogs) augment traditional media (such as television, newspaper, radio) and marketing mix variables (e.g., price and promotion). In the second essay we study three critical consumer decisions in a multichannel environment: namely channel choice, inter-purchase time, and quantity decision. We account for the effects of multiple communication media, marketing mix elements, and consumer intrinsic variables that could affect these decisions. The combination of scanner panel data with consumers' multiple media usage and their intrinsic behaviors collected through surveys lend greater insight into these decisions - critical in better managing customer relationship and developing strategies for effective allocation of promotional dollars. The third essay seeks to understand the role of digital and online communications in influencing consumer perceptions, attitudes and shopping behavior in a multichannel environment. Specifically, we consider issues pertaining to email marketing and analyze their effectiveness using an integrated framework that encompasses other traditional marketing and communication variables.