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| Author: | Cespedes, F. Smith, H. |
| Title: | Database marketing: new rules for policy and practice |
| Journal: | Sloan Management Review
1993 : SPRING, VOL. 34:3, p. 7-22 |
| Index terms: | MARKETING POLICY CONSUMERS |
| Language: | eng |
| Abstract: | Database marketing programmes are attracting increasing amounts of companies' marketing resources and talents. But too often marketers ignore consumer fears about the widespread availability and use of personal information. Innovative marketing tactics provoke a consumer backlash that can lead to restrictive legislation. The authors analyze the conflicting perspectives on database marketing and suggest some guidelines for companies to use for improving both the practice of database marketing and its climate. |
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