Interactive IMC: The relational-transactional continuum and the synergistic use of customer data

Journal of Advertising Research

Volumn 46, Issue 2, 2006, Pages 146-159

  Peltier, James ^a   Schibrowsky, John A ^b   Schultz, Don E ^c   Zahay, Debra ^d  

^a UNIVERSITY OF WISCONSIN WHITEWATER   (United States)

^b UNIVERSITY OF NEVADA   (United States)

^c NORTHWESTERN UNIVERSITY   (United States)

^d NORTHERN ILLINOIS UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 33845349255     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S0021849906060193     Document Type: Article

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