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| Author: | Fletcher, K. Peters, L. |
| Title: | Issues in customer information management |
| Journal: | Journal of the Market Research Society
1996 : APR, VOL. 38:2, p. 145-160 |
| Index terms: | MARKET RESEARCH DATA BASES INFORMATION INDUSTRY |
| Language: | eng |
| Abstract: | The focus of this study concerns the growth in database marketing activity and how this will impact on the future of the market research industry. The paper reports research into the extent that customer database information will supplement and/or replace ad hoc market research. In particular, how do market research and database marketing activities interrelate, and how will public concerns regarding privacy and customer information management impact upon these activities - both at the customer level and through governmental legislation and regulation. |
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