Leveraging Customer Information to Develop Sequential Communication Strategies: A Case Study of Charitable-Giving Behavior - Longitudinal communications move customers through the relationship hierarchy, integrating attitudinal, motivational, and psychographical data for understanding sequential and interactive relationships.
| Year of publication: |
2002
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| Authors: | Peltier, James W. ; Schibrowsky, John A. ; Schultz, Don E. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 42.2002, 4, p. 23-41
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