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Turning a marketing database into a relationship marketing database

2001; Springer Science+Business Media; Volume: 2; Issue: 4 Linguagem: Inglês

10.1057/palgrave.im.4340604

1478-0844

Anne Gayet,

Digital Marketing and Social Media

A signifcant change in the methodology of database marketing is under way. Echoing the ancient cry of the salesforce for data capable of turning customer contacts into sales, relationship marketing managers are beginning to suspect that despite huge volumes of transactional data and the availability of geo-demographic overlays, the variables they most need for marketing may not actually reside in their customer databases.