Interactive Psychographics: Cross-Selling in the Banking Industry

John Davis, John Schibrowsky, James Peltier and Don Schultz

This paper presents the findings from a study designed to investigate the use of interactive psychographics to develop cross-selling strategies.

Interactive Psychographics: Cross-Selling in the Banking Industry.

James W. PeltierJohn A. SchibrowskyDon E.SchultzandJohn Davis

Over the past decade researchers have increasingly studied how 'relationship marketing' can improve customer loyalty and enhance...

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