Leveraging customer information to develop seqential communication strategies: a case study of charitable-giving behavior

John Schibrowsky, James Peltier and Don E Schultz

In this paper we develop a comprehensive model that integrates attitudinal, motivational, and psychographical data from customers and combines that with behavioral data to determine the overall impact on interactive relationships.

Leveraging Customer Information to Develop Sequential Communication Strategies: 

A case study of charitable-giving behavior

James W. PeltierUniversity of Wisconsin-WhitewaterJohn A. SchibrowskyUniversity of Nevada andDon E. SchultzMedill School of Journalism,  Northwestern University

Marketing as a discipline has long been criticized for its focus on corporate rather than consumer welfare. These criticisms contributed to the rise in research on 'social' marketing, with its emphasis on how marketing efforts can enhance society's well being and quality of life (Bloom and Novelli, 1981).

SOCIAL MARKETING: HISTORICAL PERSPECTIVE

Social marketing efforts differ from traditional marketing in that they are...

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