Journey to Marketing Clubland

Abstract

The emergence of marketing clubs has been made possible by database technology. Reviews the published literature in depth and categorizes clubs from suspects to regular subscribers. Analyses three new clubs launched by MCB University Press for readers and authors showing achievements to date.

Citation

Wills, G. and Wills, J. (1992), "Journey to Marketing Clubland", Marketing Intelligence & Planning, Vol. 10 No. 2, pp. 22-36. https://doi.org/10.1108/02634509210012104