Increase Your Company's ROI from Database Marketing
Mary Larson
(Partner in Market2Customer, Monitor's marketing strategy consulting firm)
Todd Eckler
(Partner in the Monitor Action Group, Monitor's corporate strategy consultancy, and a co‐leader of Monitor's Financial Services Area)
226
Abstract
Enhance your database marketing by incorporating insight into why customers behave as they do and how you can influence that behavior.
Citation
Larson, M. and Eckler, T. (2003), "Increase Your Company's ROI from Database Marketing", Handbook of Business Strategy, Vol. 4 No. 1, pp. 362-370. https://doi.org/10.1108/eb060290
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited