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We direct the reader interested in further discussion to Ambler and Roberts (2006).2 Because of its potential to create wealth for the investors, we treat a marketing initiative (or a marketing action) as an investment. These tactical actions can include a banner advertisement, a loyalty-building program, a packaging change, a price change, a service improvement initiative, and so on.

Call centers, Customer relationship management (CRM), Marketing strategy, Offshoring, Outsourcing, Voice-to-voice service encounters,

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