Managing Marketing Communications with Multichannel Customers  

Oleh:

Thomas, Jacquelyn S. ; Sullivan, Ursula Y.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 69 no. 4 (Oct. 2005), page 239-251.
Topik: COMMUNICATIONS; customer relationship management; CRM

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.9 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

This article presents a marketing communications process that uses customer relationship management ideas for multichannel retailers. the authors describe and then demonstrate the process will enterprise-level data from a major U.S. retailer with multiple channels. On the basis of the results, the authors develop an initial marketing communications strategy for the retailer.

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