Multichannel relational communication strategy : does one-sized strategy fit all customers?
Carla Ramos, Adriana Bruscato Bortoluzzo and Danny P. Claro
| Year of publication: |
2024
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|---|---|
| Authors: | Ramos, Carla ; Bortoluzzo, Adriana Bruscato ; Claro, Danny Pimentel |
| Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 58.2024, 4, p. 952-985
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| Subject: | Contingency analysis | Customer performance heterogeneity | Customer-initiated communication | Firm-initiated communication | Multichannel relational communication strategies | Quantile regression | Relational communication channels | Beziehungsmarketing | Relationship marketing | Marketingmanagement | Marketing management | Kommunikation | Communication | Interne Kommunikation | Internal communication | Vertriebsweg | Distribution channel | Konsumentenverhalten | Consumer behaviour | Öffentlichkeitsarbeit | Public relations |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-10-2022-0717 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015047349