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Database Marketing: Strategy or Tactical Tool?

Database Marketing: Strategy or Tactical Tool? 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Database Marketing: Strategy or Tactical Tool?

Marketing Intelligence & Planning , Volume 12 (6): 4 – Jul 1, 1994

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References (5)

Publisher
Emerald Publishing
Copyright
Copyright © 1994 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634509410064150
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Jul 1, 1994

Keywords: Brand identity; Customers; Database marketing; Effectiveness; Marketing strategy; Promotional mix; Tactics

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