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Putting the “Custom” in customer with database marketing

Steven Stern (Vice president of Dallas‐based Targetbase Marketing.)
Douglas Barton (Senior vice president in the Greensboro, N.C., branch.)

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 1 March 1997

203

Abstract

What is a customer? By simple definition, a customer is one who purchases goods from another, but it stems from the word “custom” where an individual habitually patronizes a particular business. As companies achieve success, many neglect this concept and forget to keep the idea of “custom” in customer.

Citation

Stern, S. and Barton, D. (1997), "Putting the “Custom” in customer with database marketing", Strategy & Leadership, Vol. 25 No. 3, pp. 46-50. https://doi.org/10.1108/eb054589

Publisher

:

MCB UP Ltd

Copyright © 1997, MCB UP Limited

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