Database marketing: a channel, a medium or a strategic approach?

K. Fletcher, Colin Wheeler, J. Wright

Research output: Contribution to journalArticlepeer-review


Database marketing has grown rapidly during the last ten years, spurred on by the changing role of direct marketing, shifting cost structures, developments in information technology and dynamic market conditions. Database marketing and direct marketing have a wide range of applications and are changing the way agencies and media are used. At its most sophisticated, database marketing has the potential to drive marketing policy.
Original languageEnglish
Pages (from-to)117-127
Number of pages11
JournalInternational Journal of Advertising
Issue number2
Publication statusPublished - 1991


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