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Chris Taylor (1994)
Where Technology Provides the Service SolutionManaging Service Quality, 4
Guenther Mueller‐Heumann (1992)
Market and technology shifts in the 1990s: Market fragmentation and mass customizationJournal of Marketing Management, 8
K. Fletcher, C. Wheeler, J. Wright (1992)
Success in database marketing: some crucial factorsMarketing Intelligence & Planning, 10
F. Smith
Long Journeys Start with Small Steps
R. Shaw, S. Elsden
That Will Do Nicely
Outlines two distinct views of database marketing – as a total marketing strategy and as a tactical tool. Argues that a database marketing strategy can be realized only in companies with a genuine customer focus. As a result the tactical choice is more appropriate to most companies. Suggests that the problems of database saturation, where further cross‐selling using a database is not cost‐effective, can be overcome through widening the company′s credibility as a supplier as well as by increasing the size of the database. A database marketing strategy uses the tools of image and brand building to establish this credibility.
Marketing Intelligence & Planning – Emerald Publishing
Published: Jul 1, 1994
Keywords: Brand identity; Customers; Database marketing; Effectiveness; Marketing strategy; Promotional mix; Tactics
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