Database Marketing: A Channel, a Medium, or a Strategic Approach?

Keith P. Fletcher · Colin Wheeler

13 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

Database marketing has grown rapidly during the last ten years, spurred on by the changing role of direct marketing, shifting cost structures, developments in information technology and dynamic market conditions. Database marketing and direct marketing have a wide range of applications and are changing the way agencies and media are used. At its most sophisticated, database marketing has the potential to drive marketing policy.

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1987The new marketing—Developing long-term interactive relationships 1989Direct Marketing Management 1981Health education and the media 1984Elements of Direct Marketing 1990Data-base Marketing 1987Maximarketing

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1996Direct marketing communications in the UK: a study of growth, past, present and future

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