Database marketing: a channel, a medium or a strategic approach?

Prof Keith Fletcher, Colin Wheeler and Julia Wright

Database marketing has grown rapidly during the last ten years, spurred on by the changing role of direct marketing, shifting cost structures, developments in information technology and dynamic market conditions.

Database marketing: a channel, a medium or a strategic approach?

Keith Fletcher, Colin Wheeler and Julia Wright

 

Database marketing has grown rapidly during the last ten years, spurred on by the changing role of direct marketing, shifting cost structures, developments in information technology and dynamic market conditions. Database marketing and direct marketing have a wide range of applications and are changing the way agencies and media are used. At its most sophisticated, database marketing has the potential to drive marketing policy.

INTRODUCTION

The potential impact of new technology and new media on the way in...

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