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Organizing for Database Marketing

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

Abstract

Quantitative analysis is endemic to database marketing, but these analyses and their implementation are not conducted in an organizational vacuum. In this chapter, we discuss how companies organize to implement database marketing. The key concept is the “customer-centric” organization, whereby the organization is structured “around” the customer. We discuss key ingredients of a customer-centric organizational structure: customer management and knowledge management. We also discuss types of database marketing strategies that precede organizational structure, as well as employee compensation and incentive issues.

Keywords

Knowledge Management Customer Satisfaction Product Manager Knowledge Creation Customer Relationship 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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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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