Observatorio de I+D+i UPM

Memorias de investigación
Communications at congresses:
A Conceptual Framework for the Study of E-mail Marketing Effectiveness
Year:2018
Research Areas
  • Marketing psychology and consumer behavior psychology,
  • Business organisation
Information
Abstract
Despite the importance and prevalence of e-mail marketing, improving the effectiveness of e-mail marketing programs continues to be a priority for most businesses due to their revenue-generating potential. However, the study of e-mail marketing has been mostly neglected by academic research. More notably, the lack of holistic approaches and conceptual frameworks to tackle this challenge stand in the way of helping companies to better plan and deploy their e-mail marketing strategies and campaigns. This research addresses this issue by proposing a comprehensive model for the study of e-mail marketing effectiveness based on the hierarchy-of-effects theory.
International
Si
Congress
XXII Congreso de Ingeniería de Organización 12th International Conference on Industrial Engineering and Industrial Management
960
Place
Girona, Spain
Reviewers
Si
ISBN/ISSN
978-84-697-7200-3
Start Date
12/07/2018
End Date
13/07/2018
From page
1
To page
8
Proceedings of the 12th International Conference on Industrial Engineering and Industrial Management
Participants
  • Autor: Ángel José Lorente-Páramo (Universidad Politécnica de Madrid)
  • Autor: Angel Hernandez Garcia (UPM)
  • Autor: Jose Julian Chaparro Pelaez (UPM)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación, Propiedad industrial y Política tecnológica (INNOPRO)
  • Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
S2i 2020 Observatorio de investigación @ UPM con la colaboración del Consejo Social UPM
Cofinanciación del MINECO en el marco del Programa INNCIDE 2011 (OTR-2011-0236)
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