Database marketing research paper


database marketing research paper

the exception of South Africa, than countries in which previous research was conducted. Assessing the application of database marketing concepts outside the regions in which these were developed may provide information for Western countries that went unnoticed previously. Investigating this issue may lead to insights for Western firms relevant for optimising their database marketing strategies and tactics. Extensive client databases, derived from transactional production databases, enable marketers to track customer behaviour, including their reactions to marketing programmes. These databases, once built, allow businesses to identify and contact customers with a relevant marketing communication. 9 This value-based segmentation mainly provides marketers with insight into the diversity of the firm's clients on the focal variable.

Database PaperThe IRI Marketing Data Set - informs PubsOnline



database marketing research paper

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Starting simple allows firms to pick the low-hanging fruits first, an approach that has also been advised for Western companies applying database marketing or other innovations. We investigated such practices in an African market with a low GDP per head of the population, Tanzania. 10, after each of the four conducted lectures, a 3060 min interactive focus group discussion was held. Findings OF THE focus group discussions. Manager of Direct Marketing What do they do? Moreover, national and international calling was conducted in exactly the same manner via Celtel. The latter can obviously be influenced by (database) marketing initiatives of Tanzanian firms. Keywords, database Marketing Customer Relationship Analytical CRM e-CRM Direct Mail Telemarketing Targeting Segmentation Behavioural Analysis Systems Profiling Campaign Intelligent e-marketing Interactive Market Modelling eCommerce Internet Information Management Research Data Protection, download to read the full article text.

Database Marketing What is Database Marketing?



database marketing research paper


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