How to implement marketing strategies using database approaches

Article


McClymont, Hoda and Jocumsen, Graham. 2003. "How to implement marketing strategies using database approaches." Journal of Database Marketing and Customer Strategy Management. 11 (2), pp. 135-148. https://doi.org/10.1057/palgrave.dbm.3240214
Article Title

How to implement marketing strategies using database approaches

ERA Journal ID19866
Article CategoryArticle
AuthorsMcClymont, Hoda (Author) and Jocumsen, Graham (Author)
Journal TitleJournal of Database Marketing and Customer Strategy Management
Journal Citation11 (2), pp. 135-148
Number of Pages14
Year2003
Place of PublicationBasingstoke, Hants. United Kingdom
ISSN1350-2328
1741-2439
1741-2447
Digital Object Identifier (DOI)https://doi.org/10.1057/palgrave.dbm.3240214
Abstract

Available technology has been primarily responsible for the rapid expansion of use of database marketing by firms in Australia. This paper, using the literature and qualitative empirical data, has built and evaluated (using case study methodology) a conceptual framework for formally identifying and assessing the opportunities for using databases in implementing marketing strategies. It was found that databases could be used to implement marketing strategies associated with customer retention, customer reactivation, product/service-related and promotion-related marketing strategies. The way the database was used to implement these strategies and the extent of this usage depended, however, on factors such as the product type, channel intermediaries, firms' operations, firm size and the sophistication of the firms' marketing activities.

Keywordsdatabase marketing; business planning; strategic; business enterprises; Australia
ANZSRC Field of Research 2020460608. Mobile computing
350704. Entrepreneurship
350605. Marketing management (incl. strategy and customer relations)
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsSchool of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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