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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