Herijgers, M.L.C.; Pander Maat, Henk L.W. - In: International Journal of Bank Marketing 33 (2015) 6, pp. 857-878
Purpose – Complex decision-making is often supported not by single messages but by multichannel communication packages that need to be evaluated in their own right. The purpose of this paper is to present a new analytic approach to this package evaluation task combining textual analysis,...