Skip to content

Success in database marketing: some crucial factors

Research output: Contribution to journalArticle

  • K. Fletcher
  • Colin Wheeler
  • J. Wright
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
Volume10
Issue number6
DOIs
Publication statusPublished - 1992

Related information

Relations Get citation (various referencing formats)

ID: 200870