Why Database Marketing?
A basic yet crucial question is: why should the firm engage in database marketing? We discuss three fundamental motivations: enhancing marketing productivity, creating and enhancing customer relationships, and creating sustainable competitive advantage. We review the theoretical and empirical evidence in support of each of these motivations. Marketing productivity has the best support; there is some evidence for both customer relationships and competitive advantage as well, but further work is needed.
KeywordsMarket Orientation Price Discrimination Customer Relationship Sustainable Competitive Advantage Customer Information
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