Turning a marketing database into a relationship marketing database

Andrea L. Micheaux () and Anne Gayet
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Andrea L. Micheaux: Auteur indépendant
Anne Gayet: Auteur indépendant

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Abstract: A signifcant change in the methodology of database marketing is under way. Echoing the ancient cry of the salesforce for data capable of turning customer contacts into sales, relationship marketing managers are beginning to suspect that despite huge volumes of transactional data and the availability of geo-demographic overlays, the variables they most need for marketing may not actually reside in their customer databases.

Keywords: CHAID analysis; Loyalty; Relationship marketing; Attitudes; Database marketing; Segmentation (search for similar items in EconPapers)
Date: 2001-04-01
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Published in Interactive Marketing -London-, 2001, 2 (4), pp.327-346. ⟨10.1057/palgrave.im.4340604⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02504378

DOI: 10.1057/palgrave.im.4340604

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