An Evaluation Model for Selecting Integrated Marketing Communication Strategies for Customer Relationship Management

Tsuen-Ho Hsu, Yen-Ting Helena Chiu, Jia-Wei Tang. An Evaluation Model for Selecting Integrated Marketing Communication Strategies for Customer Relationship Management. In Jorge Casillas, Francisco J. Martínez-López, editors, Marketing Intelligent Systems Using Soft Computing - Managerial and Research Applications. Volume 258 of Studies in Fuzziness and Soft Computing, pages 227-254, Springer, 2010. [doi]

Abstract

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