Database Marketing

Hamish E. Macarthur and Merlin Stone

Chapter Chapter 12 in How to Market Computers and Information Technology, 1994, pp 238-249 from Palgrave Macmillan

Abstract: Abstract There is no universally accepted definition of database marketing. In this book, we use the following definition: Database marketing is an interactive approach to marketing, which uses individually addressable marketing media and channels (such as mail, telephone, and the sales force): To extend help to a company’s target audience To stimulate their demand To stay close to them by recording and keeping an electronic database memory of customer, prospect and all communication and commercial contacts, to help improve all future contacts and to ensure more realistic planning of all marketing

Keywords: Distribution Channel; Sales Force; Marketing Communication; Direct Mail; Customer Information (search for similar items in EconPapers)
Date: 1994
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-13402-1_12

Ordering information: This item can be ordered from
http://www.palgrave.com/9781349134021

DOI: 10.1007/978-1-349-13402-1_12

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().