Literaturnachweis - Detailanzeige
Autor/inn/en | Milliman, Ronald E.; Decker, Phillip J. |
---|---|
Titel | The Use of Post-Purchase Communication to Reduce Dissonance and Improve Direct Marketing Effectiveness. |
Quelle | In: Journal of Business Communication, 27 (1990) 2, S.159-70 |
Sprache | englisch |
Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
Schlagwörter | Business Communication; Communication Research; Letters (Correspondence); Marketing; Purchasing |
Abstract | Demonstrates the use and potentially positive effects of postpurchase communication on order refund requests and reorder rates. Finds that dissonance was effectively reduced through postpurchase communication. (MG) |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |