The Central Role of the Customer Database in Modern Marketing

• Autorzy: Jacek Unold
• Języki publikacji: EN

Abstrakty

EN

Today marketing sits at the end of the production chain. The growing competition makes companies integrate marketing with design and manufacturing. This is possible by involving potential customers as early as possible in the development process. Information technology can help companies build customer loyalty by keeping the customers engaged in a continuous dialog. At the same time companies must maintain conversations with suppliers, distributors and others in the marketplace. Developing the customers database helps do it effectively. The technology linking all these groups to the company must be integrated with internal information systems. And marketing must take responsibility for managing these systems. Database techniques allow marketing managers to improve performance in many different ways, and seems to have a great future. (fragment of text)

Słowa kluczowe

EN

Marketing; Databases; Relationships with customers; Conference materials

PL

Marketing; Bazy danych; Relacje z klientami; Materiały konferencyjne

• Czasopismo: Prace Naukowe Akademii Ekonomicznej we Wrocławiu
• Rocznik: 1999
• Numer: nr 815 Pozyskiwanie wiedzy z baz danych
• Strony: 204--210

Twórcy

autor

Jacek Unold

• Akademia Ekonomiczna we Wrocławiu

Bibliografia

• "Agri Marketing". Evolution of Database Marketing. Agri Marketing, June 1994.
• Black G.: Complications Delay Birth. Financial Times, 3 July 1996.
• Brown S.: Life Begins at 40? Further Thoughts on Marketing's Mid-Life Crisis. Marketing Intelligence and Planning, Vol.13,