The Great Thinkers in Marketing book series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice.
Two academic articles co-authored by CRA’s Dr. Tolga Bilgicer (as the lead author) have been published as two separate chapters in The Research Contributions of Donald R. Lehmann to Marketing, volume 6 of the series, edited by Jacob Goldenberg of Reichman University, and Sunil Gupta of Harvard University.
Dr. Bilgicer’s chapters examine customer adoption of new sales channels, and how multichannel shopping behavior affects long-term spending. One chapter examines the role of social influence and word-of-mouth in encouraging customers to adopt and use emerging channels (for example, customers start using smartphone apps in addition to purchasing from brick-and-mortar stores), while the other chapter analyzes the long-term impact of multichannel engagement on customer purchasing patterns.
Together, these research chapters provide insights into customer decision-making, firms’ channel strategy, and marketing performance.
