Detail Understanding Consumer Database Marketing   Oleh:  Foley, Dawn ; Gordon, Geoffrey L. ; Schoenbachler, Denise D. ; Spellman, Linda Jenis: Article from Bulletin/Magazine Dalam koleksi: The Journal of Consumer Marketing (lihat ProQuest Online) vol. 14 no. 1 (1997), page 5-19. Topik: database; consumer marketing; database marketing Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ124.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel As consumer marketers have become increasingly disenchanted with traditional "shotgun” mass - media approaches to reaching customers, database marketing has emerged as the answer to marketers’ woes. Despite its widespread use by direct marketers, database marketing is relatively new to consumer marketers and, as such, leaves some consumer marketers confused as to why it works and how to implement a database program. Presents a managerially relevant introduction to database marketing. Defines database marketing, outlines its advantages and disadvantages and describes application examples. Provides managers with a practical approach to developing a database marketing program. Reviews some trends in database marketing to prepare the consumer marketer for changes in the database marketing program. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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