Why Database Marketing?

  • Robert C. Blattberg
  • Byung-Do Kim
  • Scott A. Neslin
Part of the International Series in Quantitative Marketing book series (ISQM, volume 18)


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.


Market Orientation Price Discrimination Customer Relationship Sustainable Competitive Advantage Customer Information 
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Copyright information

© Springer Science+Business Media, LLC 2008

Authors and Affiliations

  • Robert C. Blattberg
    • 1
    • 2
  • Byung-Do Kim
    • 3
  • Scott A. Neslin
    • 4
  1. 1.Kellogg School of ManagementNorthwestern UniversityEvanstonUSA
  2. 2.Tepper School of BusinessCarnegie-Mellon UniversityPittsburghUSA
  3. 3.Graduate School of BusinessSeoul National UniversitySeoulKorea
  4. 4.Tuck School of BusinessDartmouth CollegeHanoverUSA

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