Personalization in Email Marketing: The Role of Noninformative Advertising Content
Published Online:27 Feb 2018https://doi.org/10.1287/mksc.2017.1066
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Volume 37, Issue 2
March-April 2018
Pages 177-331
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- Received:April 05, 2016
- Accepted:June 10, 2017
- Published Online:February 27, 2018
Copyright © 2018, INFORMS
Cite as
Navdeep S. Sahni, S. Christian Wheeler, Pradeep Chintagunta (2018) Personalization in Email Marketing: The Role of Noninformative Advertising Content. Marketing Science 37(2):236-258.
https://doi.org/10.1287/mksc.2017.1066
Keywords
