Using direct marketing to enhance customer value in complex service environments

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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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Bibliographic Details
Main Author:	Ferguson, Graham
Other Authors:	Erdener Kaynak
Format:	Conference Paper
Published:	International Management Development Association 2011
Online Access:	http://hdl.handle.net/20.500.11937/62270

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