Integrating web and database marketing: Australian study of direct marketing firms

Article

Lane, Michael S. and Cavaye, Angele. 2000. "Integrating web and database marketing: Australian study of direct marketing firms." Journal of Research and Practice in Information Technology. 32 (3/4), pp. 168-184.
Article Title

Integrating web and database marketing: Australian study of direct marketing firms

ERA Journal ID17766
Article CategoryArticle
AuthorsLane, Michael S. (Author) and Cavaye, Angele (Author)
Journal TitleJournal of Research and Practice in Information Technology
Journal Citation32 (3/4), pp. 168-184
Number of Pages13
Year2000
Place of PublicationSydney, Australia
ISSN0004-8917
1443-458X
Web Address (URL)http://www.acs.org.au/jrpit/index.html
Abstract

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.

Keywordsweb marketing strategies, web technologies, database marketing, Strategic alignment on the web, Personalisation, Interactivity
ANZSRC Field of Research 2020350606. Marketing research methodology
460507. Information extraction and fusion
Public Notes

Coypright@ 2000. The Journal's publishers ACS have granted copyright permission to republish this article for non profit as long as acknowledgment is made of JRPIT coypright notice is given and that reference is made to the publication, to its date of issue, and to the fact that reprinting priviledges were granted by permission of the Australian Computer Society.

Byline AffiliationsDepartment of Information Systems
Southern Cross University
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