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Volume 97, Issue 5
1 September 1996
This article was originally published in
New Library World
New Library World Cover Image for Volume 97, Issue 5
Research Article| September 01 1996

Marketing: an information‐intensive territory of the modern private company Available to Purchase

Per Knudsen
Per Knudsen
Associate Professor of the Royal School of Librarianship, Copenhagen, Denmark
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-6909
Print ISSN: 0307-4803
© MCB UP Limited
1996
New Library World (1996) 97 (5): 12–16.
https://doi.org/10.1108/03074809610122863

Explains that database marketing (DBM) allows the return on investment of marketing activities to be assessed. Interprets the concepts of DBM, and illustrates the typicality of the subject with a bibliometric analysis. Examines the components of a DBM system, and identifies the relationships between the components using practical examples.

Keywords:
Database marketing, Marketing information, Strategy
© MCB UP Limited
1996
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Suggested Reading

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Marketing Intelligence & Planning (April,1991)
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