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

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, ...