The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together
| Year of publication: |
2004
|
|---|---|
| Authors: | ZAHAY, DEBRA ; PELTIER, JAMES ; SCHULTZ, DON E. ; GRIFFIN, ABBIE |
| Published in: |
Journal of Advertising Research. - Cambridge University Press. - Vol. 44.2004, 01, p. 3-18
|
| Publisher: |
Cambridge University Press |
| Description of contents: | Abstract [journals.cambridge.org] |