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LECTURE

Marketing Information Management

제08장 데이터베이스 사용
작성자 관리자 작성일 2024-08-05 조회수 35

1. Lecture Notes

2. Readings

(01) Kumar, V., Zhang, X., & Luo, A. (2014). Modeling customer opt-in and opt-out in a permission-based marketing context. Journal of Marketing Research, 

51(4), 403–419.

(02) Rust, R. T., Moorman, C., & Bhalla, G. (2010). Rethinking marketing. Harvard Business Review, 88(1–2), 94–101.

(03) Shah, D., Kumar, V., Kim, K. H., & Choi, B. (2017). Linking customer behaviors to cash flow level & volatility: Implications for marketing practices. 

Journal of Marketing Research, 54(1), 27–43.