Success in database marketing: some crucial factors

K. Fletcher, Colin Wheeler, J. Wright

    Research output: Contribution to journalArticlepeer-review


    From the authors' research in database marketing (DBM) it seems that a number of factors contributing to successful DBM can be identified. This research, allied with a review of work in DBM, leads to the conclusion that four main factors can be identified in successful database marketing. The study consisted of 25 in-depth interviews with key users and suppliers and provides some empirical support for the views put forward.
    Original languageEnglish
    Pages (from-to)18-23
    Number of pages6
    JournalMarketing Intelligence and Planning
    Issue number6
    Publication statusPublished - 1992


    Dive into the research topics of 'Success in database marketing: some crucial factors'. Together they form a unique fingerprint.

    Cite this