A Survey of Database Marketing
ثبت نشده
چکیده
This working paper surveys the current state of database marketing. Database marketing, usually associated with customer relationship marketing (CRM), is concerned with the application of information systems to direct marketing. The current state of database marketing varies widely across industries and even between companies within the same industry. Proponents of database marketing speak often and loudly of its role as a source of competitive advantage. Yet surveys of database practitioners show few companies realize significant advantages from their systems. This paper discusses the drivers, the stages of development, the current state of the field, and the obstacles to database marketing. The drivers include the changes in the roles of direct marketing, cost structures, technology, and economic conditions. The development of database marketing sophistication in individual firms is described by a number of models, four of which are discussed here. These models agree on how such systems are started and their ultimate stage of development, but differ in how they describe the middle phases. Database marketing is seen as a source of strategic and tactical competitive advantage by some firms and a competitive burden or strategic necessity by others. Obstacles to database marketing, including environmental, technical, marketing, and strategic problems, are discussed in detail.
منابع مشابه
Measuring Customer Acquisition Value: A Comprehensive Approach to Customer Equity
In information technology era, databases are known asone of the most valuable resources for organizations, especially usedin database marketing. Customer Equity is a key concept in DatabaseMarketing which integrates customer acquisition, retention and development.From the perspective of customer equity, customers are theprimary source of both current and future cash-flows. Customer equitymodels...
متن کاملInvestigating the Impact of Information Quality on Relationship Marketing with Mediating Role of Salespeople’ Relational Competency: Survey about Iranian ISP
Despite the vital role of information in relational-oriented firms, there are limited studies on the impact of information quality on relationship marketing. To address this gap, this study develops a conceptual model to examine the impact of information quality on the successful implementation of relationship marketing by assessing the mediating role of salespeople's relational competency. The...
متن کاملThe commercial use of segmentation and predictive modeling techniques for database marketing in the Netherlands
Although the application of segmentation and predictive modeling is an important topic in the database marketing (DBM) literature, no study has yet investigated the extent of adoption of these techniques. We present the results of a Dutch survey involving 228 database marketing companies. We find that managers tend to rely on intuition and on the long-standing methods RFM and cross-tabulation. ...
متن کاملA Survey of Librarians' Perspectives on Marketing Library Services Using Social Media in Tehran, Iran, and Shahid Beheshti Universities of Medical Sciences
Background and Aim: The present study has examined librarians' views on the marketing of library services using social media as well as the applications, benefits, and challenges of their use in Tehran, Iran, and Shahid Beheshti Universities of Medical Sciences. Materials and Methods: This research was a descriptive and applied survey and was conducted in 2019. The data collection tool was a ...
متن کامل