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| Author: | Link, J. |
| Title: | Database Marketing und Computer Aided Selling. Leistungspotential, Abgrenzungsprobleme und Synergieeffekte |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1994 : VOL. 16:2, p. 107-120 |
| Index terms: | MARKETING INTERDEPENDENCY INFORMATION SYSTEMS |
| Language: | ger |
| Abstract: | The concepts of Database Marketing and Computer Aided Selling stand for current IT-applications in marketing on topical interest, but up to now there has been a lack of conceptual clarity and inbetween connections have not been stated precisely. This article characterizes the substantial potential of performance and interdependences of the two conceptions. Database Marketing is to be interpreted as Marketing on the basis of individual customer data stored in a computer data file; Computer Aided Selling is described as the computerizes support of planning tasks and administrative tasks in the sales process. |
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