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Importance of database for direct marketing campaigns

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  • Diana Prihoanca
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    Abstract

    Direct marketing activities involve interactivity and customization which requires a good knowledge of current and potential customers. Information that define consumer profile from geographical, demographic, psychographic and behavioral point of view are contained within a database.

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    File URL: http://sceco.ub.ro/DATABASE/repec/pdf/2011-2012/2011-12_16-17_25.pdf
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    Bibliographic Info

    Article provided by "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences in its journal Studies and Scientific Researches. Economics Edition.

    Volume (Year): (2011-2012)
    Issue (Month): 16-17 ()
    Pages:

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    Handle: RePEc:bac:fsecub:11_12-16_17-25

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    Related research

    Keywords: direct marketing; direct marketing campaign; database; customers;

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