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, ...