Success in database marketing: some crucial factors
Research output: Contribution to journal › Article
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.
|Number of pages||6|
|Journal||Marketing Intelligence and Planning|
|Publication status||Published - 1992|