How to implement marketing strategies using database approaches

McClymont, Hoda and Jocumsen, Graham (2003) How to implement marketing strategies using database approaches. Journal of Database Marketing and Customer Strategy Management, 11 (2). pp. 135-148. ISSN 1741-2439


Available technology has been primarily responsible for the rapid expansion of use of database marketing by firms in Australia. This paper, using the literature and qualitative empirical data, has built and evaluated (using case study methodology) a conceptual framework for formally identifying and assessing the opportunities for using databases in implementing marketing strategies. It was found that databases could be used to implement marketing strategies associated with customer retention, customer reactivation, product/service-related and promotion-related marketing strategies. The way the database was used to implement these strategies and the extent of this usage depended, however, on factors such as the product type, channel intermediaries, firms' operations, firm size and the sophistication of the firms' marketing activities.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Published version deposited in accordance with the copyright policy of the publisher.
Faculty/School / Institute/Centre: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 05 Jul 2013 04:23
Last Modified: 05 Jul 2013 04:23
Uncontrolled Keywords: database marketing; business planning; strategic; business enterprises; Australia
Fields of Research : 08 Information and Computing Sciences > 0805 Distributed Computing > 080502 Mobile Technologies
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150304 Entrepreneurship
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
Identification Number or DOI: 10.1057/palgrave.dbm.3240214

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