Strategic implementation of database marketing: problems and pitfalls

K. Fletcher, Colin Wheeler, J. Wright

    Research output: Contribution to journalArticlepeer-review


    Database Marketing is a new approach using customer database to communicate directly with customers and monitor the building of customer relationships and sales. In many industries the implementation of database marketing systems has become a priority but success is not guaranteed and this paper discusses a number of problems and constraints based on research findings. These can be classified as insufficient marketing and information orientation, the difficulties of investment justification, organizational barriers, supply infrastructure inadequacies and legal constraints.
    Original languageEnglish
    Pages (from-to)133-141
    Number of pages9
    JournalLong Range Planning
    Issue number1
    Publication statusPublished - Feb 1994


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