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Turning a marketing database into a relationship marketing database

Author

Listed:
  • Andrea L. Micheaux

    (Auteur indépendant)

  • Anne Gayet

    (Auteur indépendant)

Abstract

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.

Suggested Citation

  • Andrea L. Micheaux & Anne Gayet, 2001. "Turning a marketing database into a relationship marketing database," Post-Print hal-02504378, HAL.
    • Handle: RePEc:hal:journl:hal-02504378
    DOI: 10.1057/palgrave.im.4340604
    as

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