Browsing Volumen 21. Número 1 (2021) by Author "Lorente Páramo, Ángel José"

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      Modelling e-mail marketing effectiveness – An approach based on the theory of hierarchy-of-effects 

      Lorente Páramo, Ángel José; Hernández García, Ángel; Chaparro Peláez, Julián (Instituto de Economía Aplicada a la Empresa (Universidad del País Vasco UPV/EHU), 2021-01-11)
      [EN] Despite the importance and pervasiveness 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, ...