Marrying market research and customer relationship marketing: Are they good bedfellows? — Richard Cuthbertson and Steve Messenger, Journal of Direct, Data and Digital Marketing Practice Vol. 8 No. 2

This paper builds on previous research to demonstrate the power of marrying together market research data and existing loyalty card data in improving promotional marketing. In particular, it includes the analysis of real attitudinal data (cognitive, affective and conative) collected specifically for this task from 3,000 customers. (12 pages)

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01 Oct 2006		£19.50
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