| 제12장 CRM이 마케팅 채널에 미치는 영향 | |||||
| 작성자 | 관리자 | 작성일 | 2024-08-05 | 조회수 | 10 |
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1. Lecture Notes 2. Readings (01) Bolton, R. N., Lemon, K. N., & Verhoef, P. C. (2004). The theoretical underpinnings of customer asset management: A framework and propositions for future research. Journal of the Academy of Marketing Science, 32(3), 271–292. (02) Jindal, R., Reinartz, W., Krafft, M., & Hoyer, W. D. (2007). Determinants of the variety of routes to market. International Journal of Research in Marketing, 24(1), 17–29. (03) Payne, A., & Frow, P. (2004). The role of multichannel integration in customer relationship management. Industrial Marketing Management, 33(6), 527–538. (04) Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105–113. (05) Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. |
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이전글
- 제11장 캠페인 관리