The role of transactional versus relational data in IMC programs: bringing customer data together
Abbie Griffin, Don E. Schultz, Deborah Zahay and James Peltier
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...
