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When Is Enough Enough? Balancing on the Fine Line in Multichannel Marketing Communications Cover

When Is Enough Enough? Balancing on the Fine Line in Multichannel Marketing Communications

NIM Marketing Intelligence Review
Volume 4 (2012): Issue 2 (November 2012)
By: Andrea Godfrey,  Kathleen Seiders and  Glenn B. Voss  
Open Access
|Jul 2014

References

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  3. Seiders, Kathleen, Glenn B. Voss, Dhruv Grewal, and Andrea Godfrey (2005), “Do Satisfied Customers Buy More? Examining Moderating Influences in a Retailing Context”, Journal of Marketing, 69 (October), 26 - 43.10.1509/jmkg.2005.69.4.26
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  4. Voss, Glenn B., Andrea Godfrey, and Kathleen Seiders (2010), “How Complementary and Substitution Effects Alter the Customer Satisfaction- Repurchase Link”, Journal of Marketing, 74 (November), 111 - 127.10.1509/jmkg.74.6.111
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DOI: https://doi.org/10.2478/gfkmir-2014-0029 | Journal eISSN: 2628-166X
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Language: English
Page range: 8 - 15
Published on: Jul 19, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Multichannel Communication,Communication Mix,
Direct Marketing,
Relationship Management,
Customer Reactance,
Customer Repurchase
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2014 Andrea Godfrey, Kathleen Seiders, Glenn B. Voss, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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