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Keywords: Database marketing
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Journal Articles
Can Cities Market Themselves Like Coke and Pepsi Do?
Available to Purchase
International Journal of Public Sector Management (1994) 7 (2): 35–41.
Published: 01 April 1994
... like Pepsi and Coke use extremely well is database marketing. This technique is utilized to capture all the geo/demo/psychographic and past marketing programme information for present and future customer attraction efforts. Public sector marketers also need to invest in database marketing capabilities...
