... overall strategy, establish and/or enforce data quality standards, involve functional departments in the development of customer databases and their applications, and use both relational and transactional data in their data applications. Practical implications Managers in this area would do well...

...R. Dale Wilson The current availability of online direct marketing databases provides numerous opportunities for marketing professionals to improve their marketing strategies and tactics. This paper illustrates how online “mailing file” data, formerly known simply as “mailing lists”, can be used...