Where to start with databased marketing
After the '80s hype, a clear direction
Peter Gillett
Nearly every company has some business-to-business activity. For many, it's a way of life. Addressed mainly to marketing management, this article describes the crucial new relevance of 'databased marketing' (DBM), and its prodigious new capabilities in the computer- powerful 1990s. Far more than a mailing device, well implemented DBM can have as profound an effect on corporate culture as quality management, and is intimately related with the core issues of margins, profit, sales volume and share. In practical terms, the author explains DBM's benefits and...