The performance implications of contextual marketing for electronic commerce
نویسندگان
چکیده
منابع مشابه
The performance implications of contextual marketing for electronic commerce
Consumers may access the interweb and internet anywhere anytime via wireless devices. The strategy of contextual marketing (CM), or providing customised and contextual information to customers at the point of need in real time, becomes the key to reaching and retaining online customers. This study attempts to empirically explore the new business model of CM and its resulting e-commerce performa...
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ژورنال
عنوان ژورنال: Journal of Database Marketing & Customer Strategy Management
سال: 2003
ISSN: 1741-2447
DOI: 10.1057/palgrave.jdm.3240112