Integrating Web and Database Marketing: Australian Study of Direct Marketing Firms

The advent of web based electronic commerce has created numerous opportunities for marketing professionals to enhance current marketing practices by integrating the interactive nature of the web with database marketing. The challenge for IT professionals is to align IT with web site strategy in order to utilise the potential of the database marketing to enhance interaction and personalised communication with the customer. Three direct marketing firms were investigated to provide real insights into the integration of database marketing with the Internet and to compare current knowledge with practice.