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| Author: | Zahay, D. (et al.) |
| Title: | The role of transactional versus relational data in IMC programs: Bringing customer data together |
| Journal: | Journal of Advertising Research
2004 : MAR, VOL. 44:1, p. 3-18 |
| Index terms: | Relationship marketing Communication Customers Performance measurement Business-to-business Data analysis |
| Language: | eng |
| Abstract: | This exploratory study of integrated marketing communications (IMC) brings together relational and transactional (hereafter as: tr-and-rel.) data, and sales and marketing views, to investigate whether firms can enhance their position in the market in terms of both marketing-oriented and sales-based performance benchmarks. The first type of performance is a more traditional sales-oriented (here as: s-o.) metric of s-o. business growth, growth in sales, and net income. The second type is a less traditional marketing-oriented (here as: m-o.) metric, called m-o. customer performance, a summed measure of retention rate, share of wallet, lifetime customer value, and return on investment (ROI). An extensive review of different types of tr-and-rel. data produced two different categories of transaction and relationship information. |
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