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This article presents a marketing communications process that uses customer relationship management ideas for multichannel retailers. The authors describe and then demonstrate the process with enterprise-level data from a major U.S. retailer with multiple channels. On the basis of the results, the authors develop an initial marketing communications strategy for the retailer. Printed Journal
| Call Number | Location | Available |
|---|---|---|
| JM6904 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2005 |
|---|---|
| Edisi | Vol. 69, No. 4, Oct., 2005 |
| Subjek | Retailing Market segmentation Distribution channels Models studies |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 13 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |