haku: @author Stone, M. / yhteensä: 17
viite: 14 / 17
| Tekijä: | Stone, M. Shaw, R. |
| Otsikko: | Database marketing for competitive advantage. |
| Lehti: | Long Range Planning
1987 : APR, VOL. 20:2, p. 12-20 |
| Asiasana: | DATA BASES MARKETING COMPETITIVENESS |
| Kieli: | eng |
| Tiivistelmä: | While a company has yet succeeded in cleaning full-fledged marketing automation,many companies are adopting it as their goal. For this reason, Database Marketing /DBM/ is a key element in the strategic plans of many companies. DBM presents challenges to companies in terms of management, marketing and staff sales. It involves new approaches to business and new ways of defining the relationship between a company and its customers. It is explained why DBM is growing fast,how technological developments have fuelled its growth,its key characteristics, users,competitive advantages,its differences from other marketing approaches and the typical phases in its development. |
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