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Reference model evaluation

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In the course of the conduction of the presented research, the elements of the reference model for mobile customer communication as a means to support relationship marketing have been applied and redefined iteratively in different contexts. The gained insights from the application of the elements in the corporate environment have been used to refine the reference model itself and extend it in order to serve the requirements as encountered in valid and authentic application environments.

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© 2009 Gabler | GWV Fachverlage GmbH

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Zeidler, C. (2009). Reference model evaluation. In: Mobile Support in Customer Loyalty Management. Gabler. https://doi.org/10.1007/978-3-8349-8301-5_6

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