An Empirical Investigation of the Impact of Communication Timing on Customer Equity
This research examines the impact of communication frequency on customer retention and spending and thus,ultimately,on a firms Customer Equity CE. We conduct an empirical study in the context of permissionbased email marketing in the entertainment industry and find that intercommunication timing has...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2008
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/1391 |
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| Institution: | Singapore Management University |
| Language: | English |