Can combining web and mobile communication channels reveal concealed customer value?

Autor: Bothorel, Grégoire, Vanheems, Régine, Guérin, Anne

Publikováno v: Marketing EDGE Direct/Interactive Marketing Research Summit
Marketing EDGE Direct/Interactive Marketing Research Summit, Oct 2015, Boston, United States

International audience; Many firms have implemented a customer-value based segmentation to improve the efficiency of MARCOM campaigns as part of their long term customer relationship strategies (Kumar 2010, Thomas et al. 2005).If distribution channel

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::0cc3af595d4aed4f19c2b0d322b25345
https://hal.science/hal-01357088/file/EDGE_extended_abstract_def.pdf