Interactive IMC: The Relational-Transactional Continuum and the Synergistic Use of Customer Data

In a business-to-business context in the auto insurance industry, the synergistic value of the continuum of relational-transactional data in developing interactive Integrated Marketing Communication (IMC) relationships was assessed.

Interactive IMC: The Relational-Transactional Continuum and the Synergistic Use of Customer Data

James PeltierUniversity of Wisconsin-WhitewaterJohn A. SchibrowskyUniversity of NevadaDon E. SchultzNorthwestern UniversityDebra ZahayNorthern Illinois University

INTRODUCTION

Integrated Marketing Communication (IMC) has received significant recent interest in the advertising and marketing communities (cf. Gould, 2004; Kim, Dongsub, and Schultz, 2004; Kitchen, Brignell, Li, and Jones, 2004; Swain, 2004). IMC assesses the integrated role of diverse communication media and how the merger of these media can enhance the overall effectiveness of buyer-seller relationships...

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