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...