... Profitability Database marketing Customer selection Gamma-Poisson Purchasing cycles Assessing customer profitability is integral to the functioning of many firms, especially from the standpoint of customer relationship management. Understanding the lifetime values of individual customers enables...

... addresses the key issues in model selection, i.e. performance criteria and validation methods, and conducts systematic analyses to generate the findings and practical implications. © Emerald Group Publishing Limited 2008 Database marketing Direct marketing Modelling Performance criteria...

... on transaction marketing and relationship marketing, each of which is characterised using five marketing exchange dimensions and four managerial dimensions. The two general marketing perspectives encompass five distinct types of marketing: transaction marketing, database marketing, e‐marketing, interaction...

... and retailers′ own data. The development of database marketing has been central in this. The term, geodemographics, is derived from the combination of both geographic and demographic information on populations. In 1979, Richard Webber at the Centre for Environmental Studies attempted to analyse census...

...Simon Cooke Outlines two distinct views of database marketing – as a total marketing strategy and as a tactical tool. Argues that a database marketing strategy can be realized only in companies with a genuine customer focus. As a result the tactical choice is more appropriate to most companies...

...Bev Bruce; Tracy Jordan; Gordon Wills MCB University Press has conducted databased marketing campaigns since 1972, but has escalated its investment as new technologies and software have become available. In‐house staff have now designed and introduced an integrated customer environment (ICE...

... towards the AA in the long term if used properly. The Automobile Association Customer service Database marketing Direct marketing Market segmentation Relational databases Target marketing Telemarketing Strategy Subscriptions A new and highly flexible relational database is now allowing...

... Database marketing Direct marketing Effectiveness Family Assurance Target marketing Since Family Assurance started life in 1975 the society has grown rapidly to become the UK′s largest tax‐exempt friendly society. In 1994 the first phase of a new computer system will come on stream which...

... Customer profiling Database marketing Direct marketing Home shopping Market segmentation Marketing strategy Organizational restructuring Target marketing At British Gas we knew what we wanted to say to our customers but deciding on the most appropriate means of telling them needed a unique...

... their existing and potential customers so that they can more effectively serve these customers and segment them into existing product lines. © MCB UP Limited 1994 Building societies Competition Customer profiling Customer records Database marketing Direct marketing Leeds Permanent Building...

... transformed the organization′s marketing structures. Fresh objectives for future growth were identified and computer systems further developed. © MCB UP Limited 1993 Computer systems Database marketing Marketing information systems Publishing Sales promotion LEARNING IN MARKETING CLUBLAND 31...

...Keith Fletcher; Colin Wheeler; Julia Wright 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...

... achievements to date. © MCB UP Limited 1992 Customer loyalty Database marketing 22 MARKETING INTELLIGENCE & PLANNING 10,2 T h a n k s to database technology, clubland is transforming segmentation off customers from a proactive to an interactive marketing proposition and qualifying prospects...

...Gordon Wills; Bev Bruce; Timmie Duncan Database marketing is scarcely comprehended by marketing professional practitioners as yet but its potential is becoming clear. It not only revolutionises the productivity of direct marketing but transforms the effectiveness of salesforce prospecting...

... of current product ranges among existing consumer groups, while tapping into the wealth of information on existing databases to ensure that the future development of products and new markets is fully exploited. Maximising Financial Services: Sophisticated Database Marketing John Taylor and John Oake...