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Creating a Marketing Intelligentsia

Creating a Marketing Intelligentsia Database marketing is scarcely comprehended by marketingprofessional practitioners as yet but its potential is becoming clear.It not only revolutionises the productivity of direct marketing buttransforms the effectiveness of salesforce prospecting, marketingresearch and channel management. The evolution of database marketing atMCB University Press is described and analysed over the past 15 years.The intrapreneurial and behavioural dimensions of development andimplementation are traced and guidance provided for those who acceptthat good computer systems grow from within rather than arrive fromwithout the enterprise. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Creating a Marketing Intelligentsia

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-4503
DOI
10.1108/EUM0000000001099
Publisher site
See Article on Publisher Site

Abstract

Database marketing is scarcely comprehended by marketingprofessional practitioners as yet but its potential is becoming clear.It not only revolutionises the productivity of direct marketing buttransforms the effectiveness of salesforce prospecting, marketingresearch and channel management. The evolution of database marketing atMCB University Press is described and analysed over the past 15 years.The intrapreneurial and behavioural dimensions of development andimplementation are traced and guidance provided for those who acceptthat good computer systems grow from within rather than arrive fromwithout the enterprise.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Apr 1, 1991

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