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| Author: | Stern, S. Barton, D. |
| Title: | Putting the custom in customer with database marketing (Marketinginformationssystem) |
| Journal: | Strategy and Leadership
1997 : MAY-JUN, VOL. 25:3, p. 46-50 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, KUNDE |
| Language: | eng |
| Abstract: | Technology is shifting market power from the seller to the buyer. Companies must respond by exchanging their business focus on products and brands to a better understanding of the customer segments they serve. The authors show how using a customer centric database can help brand managers become customer managers. |
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