Practicing Market Orientation for Customer Engagement: The Mediating Effect of Personalization and Multi-Channel Marketing
The purpose of this study is to examine whether an organization can create customer engagement by practicing market orientation, personalization and using multi-channel marketing. The proposed conceptual framework is empirically tested using quantitative data. Survey data were collected from 240 st...
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| Autori principali: | , |
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| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
Lahore School of Economics
2018-10-01
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| Serie: | The Lahore Journal of Business |
| Soggetti: | |
| Accesso online: | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/71 |
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