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


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