The marriage of market research and database marketing: A case study illustrating an integration process and how success can be achieved

Abstract

First presented at 'The Marriage of Market Research and Database Marketing', a conference arranged by Henry Stewart Conference Studies on 21st June, 2000, this paper provides a detailed account of how the successful integration of market research and database marketing led to greater market control, increased market share and better profits for one company operating in business-to-business environment. The 3-stage process (brainstorm>research>database marketing), the role of specialist suppliers, the pitfalls and the upsides, are discussed.