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

James Peltier, John A. Schibrowsky, and Don E. Schultz

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.

Brand loyalty
Using customer data
Customer relationship management
Integration strategy

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...

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