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Creating a Marketing Intelligentsia

Gordon Wills (Deputy Chairman, Gordon Wills is also Professor of Custumer Policy and Principal, International Management Centres, Buckingham, UK.)
Bev Bruce (Associate Director Corporate Information)
Timmie Duncan (Associate Director Agency and Marketing Development, MCB University Press, Bradford, UK.)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 April 1991

Abstract

Database marketing is scarcely comprehended by marketing professional practitioners as yet but its potential is becoming clear. It not only revolutionises the productivity of direct marketing but transforms the effectiveness of salesforce prospecting, marketing research and channel management. The evolution of database marketing at MCB University Press is described and analysed over the past 15 years. The intrapreneurial and behavioural dimensions of development and implementation are traced and guidance provided for those who accept that good computer systems grow from within rather than arrive from without the enterprise.

Keywords

Citation

Wills, G., Bruce, B. and Duncan, T. (1991), "Creating a Marketing Intelligentsia", Marketing Intelligence & Planning, Vol. 9 No. 4, pp. 2-20. https://doi.org/10.1108/EUM0000000001099

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited