When all the LTV calculations, predictive modeling, and acquisition and retention planning have been done, the firm ultimately must communicate with the customer. In this chapter, we discuss how to design database marketing communications. We discuss the planning process for designing communications, and devote most of the discussion to copy development and media selection. We pay special attention to ``personalization,'' or individualizing the message that is communicated to each customer.
CITATION STYLE
Blattberg, R. C., Kim, B.-D., & Neslin, S. A. (2008). Designing Database Marketing Communications (pp. 715–742). https://doi.org/10.1007/978-0-387-72579-6_27
Mendeley helps you to discover research relevant for your work.