A Systemic Approach to the Database Marketing Process

@inproceedings{Pearce2002ASA,
  title={A Systemic Approach to the Database Marketing Process},
  author={James E. Pearce and Geoffrey I. Webb and Robin N. Shaw and Brian Garner},
  year={2002}
}
The role of database marketing (DBM) has become increasingly important for organisations that have large databases of information on customers with whom they deal directly. At the same time, DBM models used in practice have increased in sophistication. This paper examines a systemic view of DBM and the role of analytical techniques within DBM. It extends existing process models to develop a systemic model that encompasses the increased complexity of DBM in practice. The systemic model provides… CONTINUE READING

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