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Start Over Author "Thomas, Jacquelyn S." Journal journal of marketing
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3. Managing marketing communications with multichannel customers

Author

Sullivan, Ursula Y. and Thomas, Jacquelyn S.

Subjects
Marketing -- Forecasts and trends, Marketing communications -- Management, Retail industry -- Marketing, Retail industry -- Customer relations, Market trend/market analysis, Company business management, Company marketing practices, Advertising, marketing and public relations, Business
Abstract

A marketing communication process which uses customer relationship ideas for multichannel retailers is demonstrated, by using enterprise-level data from a multichanneld United States retailer.

Published
2005

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