Using direct marketing to enhance customer value in complex service environments
Direct marketing continues to be an alluring marketing communications channel for practicing marketers. Marketers are leveraging increased access to information about customers, the ability to profile those customers and increased ability to reach those customers via electronic channels to cust...
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| Format: | Conference Paper |
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International Management Development Association
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/62270 |