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11 – 20 of over 69000The emergence of marketing clubs has been made possible by databasetechnology. Reviews the published literature in depth and categorizesclubs from suspects to regular subscribers…
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The emergence of marketing clubs has been made possible by database technology. Reviews the published literature in depth and categorizes clubs from suspects to regular subscribers. Analyses three new clubs launched by MCB University Press for readers and authors showing achievements to date.
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The current availability of online direct marketing databases provides numerous opportunities for marketing professionals to improve their marketing strategies and tactics. This…
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The current availability of online direct marketing databases provides numerous opportunities for marketing professionals to improve their marketing strategies and tactics. This paper illustrates how online “mailing file” data, formerly known simply as “mailing lists”, can be used to develop high‐quality sales leads. A set of procedures is presented that provides a way for sales managers to guide the company’s salesforce in seeking new customers. A case study is included that demonstrates how a company that competes in a high‐tech business‐to‐business market has developed and used sales leads that are highly targeted. In particular, the paper provides the results of an empirical study that uses a mailing file database as the starting point for developing a market segmentation approach to lead generation. Issues encountered in this type of research are identified, and suggestions are made for handing these issues.
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The availability of online databases provides corporate executives with a valuable set of resources for the development of marketing strategies and tactics. This paper provides an…
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The availability of online databases provides corporate executives with a valuable set of resources for the development of marketing strategies and tactics. This paper provides an example of how an online “mailing file” can be used to guide a company's efforts to identify new business prospects. As a result, this paper demonstrates how the management of Internet databases, if used properly, can enhance a company's competitive position.
Karen A. Forcht and Kevin Cochran
Discusses some of the techniques of database marketing, its effectiveness, and the business and social environment regarding direct database marketing. Notes that the process of…
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Discusses some of the techniques of database marketing, its effectiveness, and the business and social environment regarding direct database marketing. Notes that the process of gathering and using the right data effectively is of primary importance if the marketer is to succeed.
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Fang Wang, Milena Head and Norm Archer
Electronic commerce has existed in the business‐to‐business marketplace since the 1970s, in forms such as electronic data interchange (EDI) and electronic funds transfer (EFT)…
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Electronic commerce has existed in the business‐to‐business marketplace since the 1970s, in forms such as electronic data interchange (EDI) and electronic funds transfer (EFT). With the emergence of the Internet, and the World Wide Web in particular, electronic commerce entered a new era which opened the door for an electronic business‐to‐consumer marketplace. Although the retail side of electronic commerce is still in its infancy, the Web medium offers great potential for building the customer‐base, promoting sales, and improving after‐sales service. Examines the concept of relationship marketing, which has caused a paradigm shift in business‐to‐business marketing during recent years. Extends the concepts of network marketing to the Web retail marketplace, and develops a market process model for Web retailing that outlines the stages of the relationship building process.
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Computerised marketing information systems have been discussed inthe marketing and information systems literature for some time. Looks atthe extent to which they have been…
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Computerised marketing information systems have been discussed in the marketing and information systems literature for some time. Looks at the extent to which they have been implemented in the UK and concludes that they are still in their infancy. A schema for a marketing information system is presented together with some pitfalls in design that must be avoided. Discussion finally turns to how such an information system may be used.
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Lisa O’Malley, Maurice Patterson and Martin Evans
The competitive nature of the UK retail environment in the 1990s places ever increasing importance on information as a vital resource. The need for pertinent information is not…
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The competitive nature of the UK retail environment in the 1990s places ever increasing importance on information as a vital resource. The need for pertinent information is not confined to decisions regarding location and catchment analysis, but also encompasses issues such as category management, merchandising, marketing communications and relationship marketing. This need for information, it might be presumed, could be met through the utilization of marketing databases, but there is an apparent lack of evidence relating to the extent of database utilization in this context. Explores the development of database and geographic information systems (GIS) as an aid to strategic retail decision making and reports on an empirical research programme exploring the extent of such applications. Although the findings suggest widespread employment of databases by UK multiples, there is clear evidence of a lack of integration at a strategic level.
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This paper describes the characteristics of the online marketplace, and the strategies and tactics which have been employed in reaching that market, starting with an outline of…
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This paper describes the characteristics of the online marketplace, and the strategies and tactics which have been employed in reaching that market, starting with an outline of the special challenges inherent in the nature of the product itself, such as technical barriers and copyright considerations. The next section is an overview of the marketplace, addressing the differing requirements of the intermediary and the end‐user communities, followed by a look at how various tactics for promotion and sales have been employed by the online industry, ranging from promotions, to field and telemarketing sales, to ongoing customer interaction. As the market is notable for its wide international reach, a section is devoted to the requirements for worldwide marketing and support. The final section explores the ways in which the future of the online industry depends on the development of appropriate strategies for expanding the marketplace. The issues of market selection, perceived value of information and pricing strategies are discussed. For information services to move out into a broader market, strategic planning based on market needs must underpin product development and sales promotion.
This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into six sections covering abstracts under the following headings: Marketing strategy;…
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This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into six sections covering abstracts under the following headings: Marketing strategy; Customer service; Pricing; Promotion; Marketing research, customer behavior; Product management.
One‐to‐one marketing has received increased attention by academics and practitioners. In essence, one‐to‐one marketing reconfigures the familiar four Ps into one element: the…
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One‐to‐one marketing has received increased attention by academics and practitioners. In essence, one‐to‐one marketing reconfigures the familiar four Ps into one element: the relationship. It represents the ultimate expression of target marketing ‐ a market of one ‐ or at least one at a time. It is safe to say that the concept has been refined and its potential has been highlighted. Still unresolved is the means by which organizations can implement one‐to‐one marketing. A promising solution is the application of the information technology data mining technique. Data mining allows organizations to find patterns within their internal customer data. As a result, data mining is often called Knowledge Discovery in Databases (KDD). Whatever patterns are uncovered can lead to identification of likely target segments. Armed with such information, organizations can refine their targets and develop their technology to achieve true one‐to‐one marketing. While a promising technique, data mining must be developed and applied intelligently by managers. In addition, managers must realize that marketing 1:1 requires the combined skills of a multi‐disciplinary team.
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