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Database marketing: a channel, a medium, or a strategic approach?

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

  • K. Fletcher
  • Colin Wheeler
  • J. Wright
The potential impact of new technology and new media on the way in which a company communicates with its target audience has been of interest to advertisers for a number of years. If advertising campaigns are to remain effective then the changing audiences must be monitored, their use of media studied, and the impact of changed market conditions considered (Fletcher, 1985). In reality many of the changes have not been as predicted; the adoption of new media has been delayed through technical and financial problems and lack of consumer acceptance. During the last decade there has however been one major change to the communication process between companies and customers, and this has been the dramatic growth in direct marketing, stimulated by new technology and market conditions. This paper reviews this growth and its implications for the advertising industry and its practitioners.
Original languageEnglish
Title of host publicationMarketing communications classics: an international collection of classic and contemporary papers
EditorsM. Fitzgerald, D. Arnott
Place of PublicationAustralia
PublisherCengage Learning
Number of pages11
ISBN (Print)9781861525079
Publication statusPublished - 30 Sep 1999

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