Strategic implementation of database marketing: problems and pitfalls

K. Fletcher, Colin Wheeler, J. Wright

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

Original languageEnglish
Title of host publicationThe management of sales and customer relations
EditorsB. Hartley, M. Starkey
PublisherCengage Learning
Pages207-222
Number of pages16
ISBN (Print)9780415129749
Publication statusPublished - 1996

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