Performance of direct mail in building customer loyalty in Greek automotive sector during the financial crisis
(2016)
Journal Article
Sirkeci, I. (2016). Performance of direct mail in building customer loyalty in Greek automotive sector during the financial crisis. International Journal of Business Performance Management, 18(1), 1-24. https://doi.org/10.1504/IJBPM.2017.080841
This paper focuses on the performance of direct mail as a key marketing communication tool in customer retention and a loyalty building instrument during the financial crisis in Greek automotive sector. The major transnational car brand Toyota in Gre... Read More about Performance of direct mail in building customer loyalty in Greek automotive sector during the financial crisis.