Drivers in the Adoption and Sophistication of Database Marketing in the Services Sector

Autor:	George Wright, Keith Fletcher, Caroline Desai
Rok vydání:	2001
Předmět:	Return on marketing investment Marketing management Digital marketing business.industry Management of Technology and Innovation Strategy and Management Marketing effectiveness Database marketing Marketing business Marketing research Marketing strategy Relationship marketing
Zdroj:	The Service Industries Journal. 21:17-32
ISSN:	1743-9507 0264-2069
Popis:	Database Marketing has emerged as the technological means of achieving competitive advantage through the development and retention of customer relationships, but not all companies in the services sector have been successful in moving beyond operational benefits to strategic use. This article presents key empirical findings on the relationship between the degree of both marketing and information orientation within an organisation and the use and sophistication of Database Marketing. The use of a cross industry sample of four UK industries namely; the financial services industry, the retail industry, the travel industry and the performing arts industry provides generalisable insights into how firms can make the most out of their Database Marketing investments. Our findings suggest that a marketing orientation is important to the adoption and sophistication of Database Marketing applications, but only in so far as it is not already developed in the industry. It is information orientation that is critical, pa...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::bf0a843907a4f22b7ff5cb6552bc73a8 https://doi.org/10.1080/714005042 Zobrazit plný text záznamu Plný text ve formátu PDF