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Keywords: Direct response
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Journal Articles
How customer requests may lead firms astray: conceptual issues and an empirical illustration
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2008) 26 (5): 496–507.
Published: 01 August 2008
... Group Publishing Limited 2008 Market forces Direct response Customer relations Strategic manufacturing In the marketing discipline, it is a widely accepted truth that if a company responds appropriately to the preferences and requests of customers – and if these responses are equal...
