TY  - JOUR
AB  - Outlines two distinct views of database marketing – as a total marketing
strategy and as a tactical tool. Argues that a database marketing
strategy can be realized only in companies with a genuine customer
focus. As a result the tactical choice is more appropriate to most
companies. Suggests that the problems of database saturation, where
further cross‐selling using a database is not cost‐effective, can be
overcome through widening the company′s credibility as a supplier as
well as by increasing the size of the database. A database marketing
strategy uses the tools of image and brand building to establish this
credibility.
VL  - 12
IS  - 6
SN  - 0263-4503
DO  - 10.1108/02634509410064150
UR  - https://doi.org/10.1108/02634509410064150
AU  - Cooke Simon
PY  - 1994
Y1  - 1994/01/01
TI  - Database Marketing: Strategy or Tactical Tool?
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 4
EP  - 7
Y2  - 2024/04/23
ER  -