Success in Database Marketing: Some Crucial Factors Available to Purchase

From the authors′ research in database marketing (DBM) it seems that a number of factors contributing to successful DBM can be identified. This research, allied with a review of work in DBM, leads to the conclusion that four main factors can be identified in successful database marketing. The study consisted of 25 in‐depth interviews with key users and suppliers and provides some empirical support for the views put forward.