When Is Enough Enough? Balancing on the Fine Line in Multichannel Marketing Communications
By: Andrea Godfrey, Kathleen Seiders and Glenn B. Voss
References
- Reinartz, Werner, Jaquelyn S. Thomas, and V. Kumar (2005), “Balancing Acquisition and Retention Resources to Maximize Customer Profitability”, Journal of Marketing, 69 (January), 63 - 79.
- Rust, Roland T. and Peter C. Verhoef (2005), “Optimizing the Marketing Intervention Mix in Intermediate-Term CRM.” Marketing Science, 24 (3), 477 - 89.
- 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.
- 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.
DOI: https://doi.org/10.2478/gfkmir-2014-0029 | Journal eISSN: 2628-166X (formerly 1865-5866)
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
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© 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.