The DOI matches its Crossref record.
Managing Marketing Communications with Multichannel Customers
Abstract
This article presents a marketing communications process that uses customer relationship management ideas for multichannel retailers. The authors describe and then demonstrate the process with enterprise-level data from a major U.S. retailer with multiple channels. On the basis of the results, the authors develop an initial marketing communications strategy for the retailer.
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Cited by
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Avery, J., Steenburgh, T. J., Deighton, J., & Caravella, M. (2012) · Journal of Marketing · doi:10.1509/jm.09.0081 · Cited by 533
CRM in Data-Rich Multichannel Retailing Environments: A Review and Future Research Directions
Verhoef, P. C., Venkatesan, R., McAlister, L., Malthouse, E. C., Krafft, M., & Ganesan, S. (2010) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2010.02.009 · Cited by 160
Revisiting the theory of business-to-business advertising
Mora Cortez, R., Gilliland, D. I., & Johnston, W. J. (2020) · Industrial Marketing Management · doi:10.1016/j.indmarman.2019.03.012 · Cited by 56
Mau, S., Pletikosa, I., & Wagner, J. (2018) · International Journal of Bank Marketing · doi:10.1108/ijbm-11-2016-0180 · Cited by 23
Reimer, K., & Becker, J. U. (2015) · Management Review Quarterly · doi:10.1007/s11301-014-0110-z · Cited by 11
Metadata
- Authors
- Thomas, J. S., & Sullivan, U. Y.
- Affiliations
- Northwestern University (US)
- University of Illinois Urbana-Champaign (US)
- Corresponding author
- Thomas, Jacquelyn S.
- Sullivan, Ursula Y.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2005-10
- Volume
- 69
- Issue
- 4
- Pages
- 239-251
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W1990716022
- Cited by
- 286
- References
- 0
- Citations by year
- 2026: 6 · 2025: 5 · 2024: 2 · 2023: 10 · 2022: 11 · 2021: 17 · 2020: 10 · 2019: 15 · 2018: 18 · 2017: 20 · 2016: 13 · 2015: 31 · 2014: 15 · 2013: 20 · 2012: 24
- FWCI
- 35.46
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Keywords
- marketing communication, multichannel retailing, customer relationship management, marketing communication strategy, customer data integration, enterprise data
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