Integrating web and database marketing: Australian study of direct marketing firms

Lane, Michael S. and Cavaye, Angele (2000) Integrating web and database marketing: Australian study of direct marketing firms. Journal of Research and Practice in Information Technology, 32 (3-4 (S). pp. 168-184. ISSN 1443-458X

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Abstract

The advent of web based electronic commerce has created numerous opportunities for marketing professionals to enhance current marketing practices by integrating the interactive nature of the web with database marketing. The challenge for IT professionals is to align IT with web site strategy in order to utilise the potential of the database marketing to enhance interaction and personalised communication with the customer. Three direct marketing firms were investigated to provide real insights into the integration of database marketing with the Internet and to compare current knowledge with practice.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Coypright@ 2000. The Journal's publishers ACS have granted copyright permission to republish this article for non profit as long as acknowledgment is made of JRPIT coypright notice is given and that reference is made to the publication, to its date of issue, and to the fact that reprinting priviledges were granted by permission of the Australian Computer Society.
Depositing User: Dr Michael Lane
Faculty / Department / School: Historic - Faculty of Business - Department of Information Systems
Date Deposited: 04 Jun 2008 06:32
Last Modified: 02 Jul 2013 22:52
Uncontrolled Keywords: web marketing strategies, web technologies, database marketing, Strategic alignment on the web, Personalisation, Interactivity
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150504 Marketing Measurement
08 Information and Computing Sciences > 0806 Information Systems > 080612 Interorganisational Information Systems and Web Services
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
URI: http://eprints.usq.edu.au/id/eprint/3409

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