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Software review: Communication optimisation – The new mantra of database marketing. Fad or fact?

  • Doyle S
Journal of Database Marketing & Customer Strategy Management (2002) 9(2) 185-191
DOI: 10.1057/palgrave.jdm.3240074
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Abstract

This paper describes the key components of analytical customer relationship management (CRM) and then explores the introduction of optimisation technology as a key component of an analytical CRM solution.

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Doyle, S. (2002). Software review: Communication optimisation – The new mantra of database marketing. Fad or fact? Journal of Database Marketing & Customer Strategy Management, 9(2), 185–191. https://doi.org/10.1057/palgrave.jdm.3240074

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