Calling customers to take action : the impact of incentive and customer characteristics on direct mailing effectiveness
Saeid Vafainia & Els Breugelmans & Tammo Bijmolt
| Year of publication: |
2019
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|---|---|
| Authors: | Vafainia, Saeid ; Breugelmans, Els ; Bijmolt, Tammo H. A. |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 45.2019, p. 62-80
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| Subject: | Call-to-action direct mailings | Monetary incentives | Non-monetary incentives | Customer heterogeneity | Retailing | Purchase incidence | Direktmarketing | Direct marketing | Konsumentenverhalten | Consumer behaviour | Anreiz | Incentives | Beziehungsmarketing | Relationship marketing | Leistungsanreiz | Performance incentive | Einzelhandel | Retail trade |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2018.11.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011997998