The Role Of Transactional Versus Relational Data In IMC Programs: Bringing Customer Data Together
Deborah Zahay Northern Illinois UniversityJames Peltier University of WisconsinDon. E Schultz Northwestern UniversityAbbie Griffin University of Illinois at Urbana-Champaign
INTRODUCTION
The theoretical and strategic consequences of Integrated Marketing Communications (IMC) have received considerable attention in both the academic and advertising communities. In general terms, IMC planning evaluates the strategic and synergistic roles of a variety of communications...