Importance of database for direct marketing campaigns

Diana Prihoanca

Studies and Scientific Researches. Economics Edition, 2011, issue 16-17

Abstract: Direct marketing activities involve interactivity and customization which requires a good knowledge of current and potential customers. Information that define consumer profile from geographical, demographic, psychographic and behavioral point of view are contained within a database.

Keywords: direct marketing; direct marketing campaign; database; customers (search for similar items in EconPapers)
JEL-codes: M39 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:bac:fsecub:11_12-16_17-25

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