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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.

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Title A systemic approach to the database marketing process
Author(s) Pearce, James E.
Webb, Geoffrey I.
Shaw, Robin
Garner, Brian
Conference name Australian and New Zealand Marketing Academy. Conference (2002 : Geelong, Victoria)
Conference location Geelong, Victoria
Conference dates 2-4 December 2002
Title of proceedings Proceedings of the Australian and New Zealand Marketing Academy Conference
Editor(s) Shaw, R.
Adam, S.
McDonald, H.
Publication date 2002
Conference series Australian and New Zealand Marketing Academy Conference
Start page 2941
End page 2948
Publisher ANZMAC
Place of publication Geelong, Vic.
Summary 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.
ISBN 0730025624
9780730025627
Language eng
Field of Research 080605 Decision Support and Group Support Systems
Socio Economic Objective 970108 Expanding Knowledge in the Information and Computing Sciences
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2002, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009565

Document type: Conference Paper
Collections: School of Information Technology
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