The role of transactional versus relational data in IMC programs: bringing customer data together

In this exploratory study of integrated marketing communications (IMC), we bring together relational and transactional data, and sales and marketing views, to investigate whether firms can enhance their position in the market in terms of both marketing-oriented and sales-based performance benchmarks.

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 GriffinUniversity of Illinois at...