DDDMP — my ten year top ten

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Abstract:

A personal review by the author of the ten most significant contributions to the Journal over its first 10 years which reflect important issues in marketing practice. The contributions are grouped within themes of customer relationship management and data management; integrated communications; consumer behaviour and attitudes; branding; multichannel marketing; marketing governance; and marketing optimisation. The changes to consumer behaviour and communications techniques facilitated by the internet and digital technologies are a theme throughout the review.

Document Type: Research Article

DOI: http://dx.doi.org/10.1057/dddmp.2009.34

Publication date: January 1, 2010

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