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Managing the Development of a Customer Marketing Data-Base

Author

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  • J Berry
  • F Maclean

Abstract

An overview is provided of the development process for implementing a customer data-base. An effort is made to highlight some of the pitfalls and describe the evolution of a customer marketing data-base as experienced by the authors. Key objectives of the marketing data-base are outlined in order to highlight the potential of the development. The authors believe that the issues apply to many companies in consumer or business markets and expect that the paper will act as a catalyst for marketing strategists.

Suggested Citation

  • J Berry & F Maclean, 1989. "Managing the Development of a Customer Marketing Data-Base," Environment and Planning A, , vol. 21(5), pages 617-623, May.
    • Handle: RePEc:sae:envira:v:21:y:1989:i:5:p:617-623
    DOI: 10.1068/a210617
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