| Author: | Doren, D.C. van Stickney, T.A. |
| Title: | How to develop a database for sales leads |
| Journal: | Industrial Marketing Management
1990 : AUG, 19:3, p. 201-208 |
| Index terms: | SALES DATA BASES MARKETING MANAGEMENT STRATEGY INFORMATION SYSTEMS SOFTWARE |
| Language: | eng |
| Abstract: | A database, containing information on potential customers, can be an effective tool for defining market strategy. Elements of database are described. The process of developing a database for generating sales leads consists of the following steps: determining the market, finding the source of data, selecting appropriate software and hardware, and installing the system; these are discussed in detail. The case of an international accounting and consulting firm and that of a printer and publisher highlights the use of computer systems and its advantages. Problems encountered are discussed, the case of a manufacturer is used to illustrate solutions. Recommendations are made. |
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