A systemic approach to the database marketing process
Pearce, James E., Webb, Geoffrey I., Shaw, Robin and Garner, Brian 2002, A systemic approach to the database marketing process, in Proceedings of the Australian and New Zealand Marketing Academy Conference, ANZMAC, Geelong, Vic., pp. 2941-2948.
Australian and New Zealand Marketing Academy Conference
Place of publication
The role of database marketing (DBM) has become increasingly important for organisations that have large databases of information on customers with whom they deal directly. At the same time, DBM models used in practice have increased in sophistication. This paper examines a systemic view of DBM and the role of analytical techniques within DBM. It extends existing process models to develop a systemic model that encompasses the increased complexity of DBM in practice. The systemic model provides a framework to integrate data mining, experimental design and prioritisation decisions. This paper goes on to identify opportunities for research in DBM, including DBM process models used in practice, the use of evolutionary operations techniques in DBM, prioritisation decisions, and the factors that surround the uptake of DBM.
Field of Research
080605 Decision Support and Group Support Systems
Socio Economic Objective
970108 Expanding Knowledge in the Information and Computing Sciences
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