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Database marketing and organizational learning theory: toward a research agenda

Kristen Bell DeTienne (Assistant Professor in the Marriott School of Management, Brigham Young University, Provo, Utah, USA. Jeffery A. Thompson is a Doctoral Student in the Carlson School of Management, University of Minnesota, Minneapolis, Minnesota, USA)
Jeffery A. Thompson (Kristen Bell DeTienne is Assistant Professor in the Marriott School of Management, Brigham Young University, Provo, Utah, USA. Jeffery A. Thompson is a Doctoral Student in the Carlson School of Management, University of Minnesota, Minneapolis, Minnesota, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 October 1996

3023

Abstract

Observes that, despite the prevalent use of customer databases, very little academic research has examined the practice. Discusses the plethora of research opportunities in database marketing. First, defines database marketing, and second, promotes organizational learning theory as a useful tool by which database marketing research can advance. Finally reviews prior research, and presents research questions related to the design, maintenance and applications of customer databases.

Keywords

Citation

Bell DeTienne, K. and Thompson, J.A. (1996), "Database marketing and organizational learning theory: toward a research agenda", Journal of Consumer Marketing, Vol. 13 No. 5, pp. 12-34. https://doi.org/10.1108/07363769610130855

Publisher

:

MCB UP Ltd

Copyright © 1996, MCB UP Limited

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