Developing database marketing strategies for consumer markets: a cross-industry, theory-building study

Paper


McClymont, Hoda. 2003. "Developing database marketing strategies for consumer markets: a cross-industry, theory-building study." Tolo, M., Geursen, G. and Kennedy, R. (ed.) ANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide, Australia 01 - 03 Dec 2003 Melbourne, Australia.
Paper/Presentation Title

Developing database marketing strategies for consumer markets: a cross-industry, theory-building study

Presentation TypePaper
Authors
AuthorMcClymont, Hoda
EditorsTolo, M., Geursen, G. and Kennedy, R.
Journal or Proceedings TitleProceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC 2003)
ERA Conference ID76596
Number of Pages8
Year2003
Place of PublicationMelbourne, Australia
ISBN0868039829
Web Address (URL) of Paperhttp://anzmac.info/conference/2003/papers/PS01_mcclymonth.pdf
Conference/EventANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution
ANZMAC Conference
Event Details
ANZMAC Conference
Australian and New Zealand Marketing Academy Conference
Rank
C
Event Details
ANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution
Parent
ANZMAC Conference
Event Date
01 to end of 03 Dec 2003
Event Location
Adelaide, Australia
Abstract

The adoption of database marketing by firms has increased rapidly in many industries. Indeed, with increasing costs of marketing and fragmentation of markets, database marketing is overtaking mass marketing. The aim of this paper is to develop a framework for database marketing strategies that will help marketers and marketing researchers to better understand this mode of marketing. This paper uses interview research to build a theory about types of marketing strategies that are most suitable for implementation using a customer database. The findings of the research show that while cross-selling is an important promotional strategy in database marketing, prospecting is not. Furthermore, only two of the product strategies
identified in the mainstream marketing literature, that is, new product development for customers and product modifications for customers, are frequently used in database
marketing. The other two strategies of new product development for prospects and product modifications for prospects are not used by most firms. Furthermore, while the promotional strategy of cross-selling was popular, prospecting was not. It was concluded that organisations
use their database to implement certain strategies because the data is available to do so and because it is the most effective way to implement a strategy. Other strategies are not implemented because they are not appropriate for an organisation's operations, or because they believe that their existing non-database strategies are effective, rather than for reasons related to the database itself.

ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
359999. Other commerce, management, tourism and services not elsewhere classified
350608. Marketing theory
Byline AffiliationsSchool of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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