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| Author: | Nancarrow, C. |
| Title: | A study in international marketing: the development of a consumer database marketing capability |
| Journal: | Journal of Marketing Management
1997 : OCT, VOL. 13:7, p. 625-636 |
| Index terms: | MARKETING INTERNATIONAL CZECHOSLOVAKIA |
| Language: | eng |
| Abstract: | This paper examines the reasons why Seagram Europe & Africa (SE&A) decided to develop their database marketing capability in Europe. The paper describes the environmental changes, external and internal, that led SE&A to re-evaluate their marketing communications strategy and examine sponsorship and direct marketing opportunities for Europe. The paper focuses on the major issues SE&A addresses when weighing up the strategic role of database marketing. Finally, the key considerations in the development and implementation of an European-wide database marketing discipline for the division are discussed. |
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