Convergent marketing: Executing on the promise of 1 : 1

Journal of Consumer Marketing

Volumn 15, Issue 5, 1998, Pages 481-490

  McEachern, Carla E ^a  

^a NONE

Author keywords

Consumer behavior; Consumer marketing; Consumer orientation; Marketing theory; Relationship marketing; Value

Indexed keywords

EID: 0007287930     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363769810235956     Document Type: Article

References (1)

1. Reichheld, F.F. (1996), The Loyalty Effect, Harvard Business School Press, Boston, MA.