Organizing for Database Marketing
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.
KeywordsKnowledge Management Customer Satisfaction Product Manager Knowledge Creation Customer Relationship
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