| Autor: |
Kim, Kihyun Hannah, Kumar, V. |
| Zdroj: |
Management and Business Review; March 2021, Vol. 1 Issue: 2 p87-93, 7p |
| Abstrakt: |
Direct marketing communication is often seen as unnecessary. Nonetheless, Hannah Kim and V Kumar ask: Can it still help firms to make money? How can they communicate with each customer to increase its effectiveness? Is it possible to determine whether money incentives or relationship building is more effective? More importantly, can firms discover their customers’ preferences without asking? |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
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