Andrea, Godfrey; Kathleen, Seiders; Voss Glenn B. - In: GfK Marketing Intelligence Review 4 (2012) 2, pp. 8-15
In an effort to build long-term, profitable relationships, many companies systematically engage in multichannel relational communication - personalized messages sent to existing customers through various channels as part of a broader relationship marketing strategy. However, too much of a good...