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Interactive IMC: The Relational-Transactional Continuum and the Synergistic Use of Customer Data - This article proposed and tested the synergistic value of the relational-transact...
Peltier, James; Schibrowsky, John A.; Schultz, Don E. - In: Journal of advertising research 46 (2006) 2, pp. 146-159
Persistent link: https://www.econbiz.de/10007379258
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Leveraging Customer Information to Develop Sequential Communication Strategies: A Case Study of Charitable-Giving Behavior - Longitudinal communications move customers through the...
Peltier, James W.; Schibrowsky, John A.; Schultz, Don E. - In: Journal of advertising research 42 (2002) 4, pp. 23-41
Persistent link: https://www.econbiz.de/10006508375
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Interactive Psychographics: Cross-Selling in the Banking Industry - This paper presents the findings from a study designed to investigate the use of "interactive psychographics" to...
Peltier, James W.; Schibrowsky, John A.; Schultz, Don E.; … - In: Journal of advertising research 42 (2002) 2, pp. 7-22
Persistent link: https://www.econbiz.de/10006509470
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The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together
Zahay, Debra; Peltier, James; Schultz, Don E.; Griffin, … - In: Journal of advertising research 44 (2004) 1, pp. 3-18
Persistent link: https://www.econbiz.de/10006504449