search query: @author Peltier, J.W. / total: 3
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| Author: | Peltier, J.W. Schibrowsky, J.A. Schultz, D.E. |
| Title: | Leveraging customer information to develop sequential communication strategies: A case study of charitable-giving behavior |
| Journal: | Journal of Advertising Research
2002 : JUL/AUG, VOL. 42:4, p. 23-33, 34-41 |
| Index terms: | Advertising Marketing Customers Consumer behaviour Communication Strategy Case studies Models |
| Language: | eng |
| Abstract: | This paper develops a comprehensive model integrating attitudinal, motivational, and psychological data from customers, combining that with behavioural data to determine the overall impact on interactive relationships. The sequential or multi-staged nature of the relationship-building process, and how these stages impact relationship loyalty, is investigated. By doing so, longitudinal communication strategies can be developed. Marketing as a discipline has been criticized for its focus on enhancing corporate rather than consumer welfare. This paper's model is constructed and tested in a university/alumni giving setting. |
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