As the financial market experiences the consequences of nearing retail saturation together with an increasingly demanding consumer, financial concerns need to understand and react to their customers. The degree of rationalisation within the sector means players such as the Derbyshire Building Society must (a) maximise those capital assets which indicate potential and (b) develop effective and profitable new and existing outlets to strengthen their trading base. The development of an information environment which evolved from a close relationship between the Derbyshire Building Society and Market Profiles Ltd is described. The objective was to develop a quantifiable framework for strategic and tactical decision making, through the provision of a highly flexible and interactive PC‐based marketing information system capable of integration with a longer‐term mainframe solution. This was designed to make the Derbyshire more proactive in its marketing activity.
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