Beyond the target customer : social effects of customer relationship management campaigns
Eva Ascarza, Peter Ebbes, Oded Netzer, and Matthew Danielson
| Year of publication: |
June 2017
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| Authors: | Ascarza, Eva ; Ebbes, Peter ; Netzer, Oded ; Danielson, Matthew |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 54.2017, 3, p. 347-363
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| Subject: | social effects | network effects | field experiment | mobile | Beziehungsmarketing | Relationship marketing | Feldforschung | Field research | Soziales Netzwerk | Social network | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Netzwerkökonomik | Network economics | Zielgruppe | Target group | Mobilkommunikation | Mobile communications | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1509/jmr.15.0442 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011697412