MS marketing science, April 2016 paper, introduction

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marketing activities to guide the multi channels to buy,
attract the purchasing power of the stronger consumer? An important discovery of multi-channel customer management research is that there is a positive correlation between multi-channel buying behavior and customer profitability.
The question now is whether the theoretical results can be put into practice,
that is to say,
the reality of enterprises can carry out marketing activities through multiple channels to improve the purchasing behavior,
thereby increasing customer profitability,
if the answer is yes,
then what are the key factors contributing to this action? In this paper,
a random field experiment is designed and implemented to solve