How to implement marketing strategies using database approaches

Abstract

Available technology has been primarily responsible for the rapid expansion of use of database marketing by firms in Australia. This paper, using the literature and qualitative empirical data, has built and evaluated (using case study methodology) a conceptual framework for formally identifying and assessing the opportunities for using databases in implementing marketing strategies. It was found that databases could be used to implement marketing strategies associated with customer retention, customer reactivation, product/service-related and promotion-related marketing strategies. The way the database was used to implement these strategies and the extent of this usage depended, however, on factors such as the product type, channel intermediaries, firms' operations, firm size and the sophistication of the firms' marketing activities