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

In an effort to build long-term, profitable relationships, many companies systematically engage in multichannel relational communication - personalized messages sent to existing customers through various channels as part of a broader relationship marketing strategy. However, too much of a good thing...

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Veröffentlicht in:	GfK marketing intelligence review 2012-11, Vol.4 (2), p.8-15
Hauptverfasser:	Godfrey, Andrea, Seiders, Kathleen, Voss, Glenn B.
Format:	Artikel
Sprache:	eng
Schlagworte:	Communication channels Communications Customer Reactance Customer Repurchase Direct Marketing Marketing Multichannel Communication,Communication Mix Relationship Management Relationship marketing Studies United States
Online-Zugang:	Volltext
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