Table of contents
Database Marketing: Strategy or Tactical Tool?
Simon CookeOutlines two distinct views of database marketing – as a total marketingstrategy and as a tactical tool. Argues that a database marketingstrategy can be realized only in companies…
The £15 Million Journey
James BatesDetails how a leading financial institution in the UK developed a£15 million relational database from scratch. Roger Ivey, head of DirectMarketing at the Leeds Permanent Building…
Database Marketing: Talking Direct to Our Listening Customers
Mike CarrIn March 1994 British Gas began a major restructuring of its UK gasbusiness. In place of the 12 regions there are now five business units– gas transport and storage, public gas…
The “Driver” that Keeps the AA on the High Road
Bob Sinclair, Jim HarrowerExamines the workings of a new and highly flexible relational databasewhich is allowing The Automobile Association to generate more than£1 million of extra revenue a year. The…
Putting the Byte on Family
Karen MossSince Family Assurance started life in 1975 the society has grown tobecome the UK′s largest tax‐exempt friendly society. In 1994 the firstphase of a new computer system – FACE…
Realizing the Benefits of a Marketing Intelligentsia
Bev Bruce, Tracy Jordan, Gordon WillsMCB University Press has conducted databased marketing campaigns since1972, but has escalated its investment as new technologies and softwarehave become available. In‐house staff…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss