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Keywords: Database marketing
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (1999) 99 (5): 189–196.
Published: 01 August 1999
...Karen A. Forcht; Kevin Cochran Discusses some of the techniques of database marketing, its effectiveness, and the business and social environment regarding direct database marketing. Notes that the process of gathering and using the right data effectively is of primary importance if the marketer...
