Mine the Direct Marketing Riches in Your Database
Steven Miller
(Financial Industry Analyst with Strategic Intelligence Systems, Inc., in New York City)
77
Abstract
Companies are ignoring a wealth of untapped marketing gold embedded in their internal customer files. If this information can be extracted from a database, it could become a key source of sales leads.
Citation
Miller, S. (1989), "Mine the Direct Marketing Riches in Your Database", Journal of Business Strategy, Vol. 10 No. 6, pp. 33-36. https://doi.org/10.1108/eb039333
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited