Interactive IMC: The Relational-Transactional Continuum and the Synergistic Use of Customer Data - This article proposed and tested the synergistic value of the relational-transactional data continuum for developing interactive integrated marketing communications. While all types of data are important for developing individualized marketing and communication strategies, relationship-oriented data ...
| Year of publication: |
2006
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| Authors: | Peltier, James ; Schibrowsky, John A. ; Schultz, Don E. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 46.2006, 2, p. 146-159
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