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Abstract
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| 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. | |
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International
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Si |
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Congress
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XXII Congreso de Ingeniería de Organización 12th International Conference on Industrial Engineering and Industrial Management |
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960 |
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Place
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Girona, Spain |
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Reviewers
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Si |
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ISBN/ISSN
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978-84-697-7200-3 |
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Start Date
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12/07/2018 |
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End Date
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13/07/2018 |
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From page
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1 |
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To page
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8 |
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Proceedings of the 12th International Conference on Industrial Engineering and Industrial Management |