Success in database marketing: some crucial factors

K. Fletcher; Colin Wheeler; J. Wright

doi:10.1108/02634509210018720

Success in database marketing: some crucial factors

K. Fletcher, Colin Wheeler, J. Wright

Research output: Contribution to journal › Article › peer-review

Abstract

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 language	English
Pages (from-to)	18-23
Number of pages	6
Journal	Marketing Intelligence and Planning
Volume	10
Issue number	6
DOIs	https://doi.org/10.1108/02634509210018720
Publication status	Published - 1992

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10.1108/02634509210018720

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title = "Success in database marketing: some crucial factors",

abstract = "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.",

author = "K. Fletcher and Colin Wheeler and J. Wright",

year = "1992",

doi = "10.1108/02634509210018720",

language = "English",

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AU - Wheeler, Colin

AU - Wright, J.

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AB - 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.

U2 - 10.1108/02634509210018720

DO - 10.1108/02634509210018720

M3 - Article

SN - 0263-4503

VL - 10

SP - 18

EP - 23

JO - Marketing Intelligence and Planning

JF - Marketing Intelligence and Planning

IS - 6

ER -

Success in database marketing: some crucial factors

Abstract

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