haku: @author Wright, G. / yhteensä: 16
viite: 6 / 16
| Tekijä: | Fletcher, K. Wright, G. Desai, C. |
| Otsikko: | The role of organizational factors in the adoption and sophistication of database marketing in the UK financial services |
| Lehti: | Journal of Direct Marketing
1996 : WINTER, VOL. 10:1, p. 10-21 |
| Asiasana: | DIRECT SELLING UNITED KINGDOM FINANCIAL SERVICES |
| Kieli: | eng |
| Tiivistelmä: | This study outlines the growing significance of database marketing within the United Kingdom financial services industry. Empirical findings are presented on the organizational variables identified as significant in influencing the adoption and sophistication of database marketing. Three organizational variables are central to both the adoption and sophistication of database marketing: a marketing and information orientation, availability of resources, and the style of the well-known decision making. |
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