Creating a Valueadded Customer Database Improving Marketing Management Decisions

Creating a Valueadded Customer Database Improving Marketing Management Decisions One of the major issues confronting marketing decision makers ishow to deal with the volume and complexity of customer informationavailable. In addition to dealing with the volume of data issue,relationship marketing has also become an important focus,largely owing to the recognition that maintaining an existing customerbase is far more costeffective than replacing disaffected customerswith new users. As marketers refocus on customercentred relationships,however, efforts have come to rely extensively on the volume of customerinformation available from computerand scannerbased data. Valuable asthe information in these databases can be, the end result is often adistancing of the company from its customers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Creating a Valueadded Customer Database Improving Marketing Management Decisions

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-4503
DOI
10.1108/02634509210007821
Publisher site
See Article on Publisher Site

Abstract

One of the major issues confronting marketing decision makers ishow to deal with the volume and complexity of customer informationavailable. In addition to dealing with the volume of data issue,relationship marketing has also become an important focus,largely owing to the recognition that maintaining an existing customerbase is far more costeffective than replacing disaffected customerswith new users. As marketers refocus on customercentred relationships,however, efforts have come to rely extensively on the volume of customerinformation available from computerand scannerbased data. Valuable asthe information in these databases can be, the end result is often adistancing of the company from its customers.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Jan 1, 1992

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