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  • Format: PDF

This e-book aims to raise debate about the theory and application of customer experience within the context of direct marketing. Despite the apparent appeal of the concept, the unique nature of a customer experience, which is specific to a customer, at a specific time and location, in the context of a specific event, provides challenges for managers to implement the concept for planning and control purposes.

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  • Größe: 0.9MB
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Produktbeschreibung
This e-book aims to raise debate about the theory and application of customer experience within the context of direct marketing. Despite the apparent appeal of the concept, the unique nature of a customer experience, which is specific to a customer, at a specific time and location, in the context of a specific event, provides challenges for managers to implement the concept for planning and control purposes.

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