The role of transactional versus relational data in IMC programs: Bringing customer data together

Journal of Advertising Research

Volumn 44, Issue 1, 2004, Pages 3-18

  Zahay, Debra ^a   Peltier, James ^b   Schultz, Don E ^c   Griffin, Abbie ^d  

^a NORTHERN ILLINOIS UNIVERSITY   (United States)

^b UNIVERSITY OF WISCONSIN WHITEWATER   (United States)

^c NORTHWESTERN UNIVERSITY   (United States)

^d UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 24644522421     PISSN: 00218499     EISSN: None     Source Type: Journal    
DOI: 10.1017/S0021849904040188     Document Type: Article

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