D

Jeff Swystun

A chapter in The Brand Glossary, 2007, pp 35-40 from Palgrave Macmillan

Abstract: Abstract This is a form of direct marketing that uses technology and customer (or potential customer) databases to generate personalized communications meant to promote a product or service. Database marketing emphasizes statistical techniques to develop customer behavior models, which are then used to target ideal customers. This form of marketing requires a significant commitment to maintaining the accuracy of data.

Keywords: Potential Customer; Direct Marketing; Brand Personality; Uniform Resource Locator; Visual Vocabulary (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-62640-9_4

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DOI: 10.1057/9780230626409_4

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