Issues in customer information management

Linda Peters and Keith Fletcher

The focus of this study concerns the growth in database marketing activity and how this will impact on the future of the market research industry.
  

Issues in Customer Information Management

Keith Fletcher University of East AngliaLinda Peters Cardiff Business School

HOW AND WHY IS THE INFORMATION WORLD CHANGING?

The age old marketing concept - that the customer is king - has been given new life and new corporate relevance by the development of low cost, user-friendly(ier) computerised information systems. These driving forces have led to the birth of the activity known as ‘database marketing’. The development of customer database information systems is seen by many as a necessary...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands