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

K. Fletcher, Colin Wheeler, J. Wright

    Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


    The potential impact of new technology and new media on the way in which a company communicates with its target audience has been of interest to advertisers for a number of years. If advertising campaigns are to remain effective then the changing audiences must be monitored, their use of media studied, and the impact of changed market conditions considered (Fletcher, 1985). In reality many of the changes have not been as predicted; the adoption of new media has been delayed through technical and financial problems and lack of consumer acceptance. During the last decade there has however been one major change to the communication process between companies and customers, and this has been the dramatic growth in direct marketing, stimulated by new technology and market conditions. This paper reviews this growth and its implications for the advertising industry and its practitioners.
    Original languageEnglish
    Title of host publicationMarketing communications classics: an international collection of classic and contemporary papers
    EditorsM. Fitzgerald, D. Arnott
    Place of PublicationAustralia
    PublisherCengage Learning
    Number of pages11
    ISBN (Print)9781861525079
    Publication statusPublished - 30 Sept 1999


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