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.
Keywords
Citation
Fletcher, K., Wheeler, C. and Wright, J. (1992), "Success in Database Marketing: Some Crucial Factors", Marketing Intelligence & Planning, Vol. 10 No. 6, pp. 18-23. https://doi.org/10.1108/02634509210018720
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited