Database marketing is scarcely comprehended by marketing professional practitioners as yet but its potential is becoming clear. It not only revolutionises the productivity of direct marketing but transforms the effectiveness of salesforce prospecting, marketing research and channel management. The evolution of database marketing at MCB University Press is described and analysed over the past 15 years. The intrapreneurial and behavioural dimensions of development and implementation are traced and guidance provided for those who accept that good computer systems grow from within rather than arrive from without the enterprise.
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Wills et al. (1991) studied this question.
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