Barriers to successful implementation of database marketing: A cross-industry study

International Journal of Information Management

Volumn 18, Issue 4, 1998, Pages 265-276

  Desai, Caroline ^a   Wright, George ^b   Fletcher, Keith ^c  

^a UNIVERSITY OF STRATHCLYDE   (United Kingdom)

^b UNIVERSITY OF STRATHCLYDE   (United Kingdom)

^c UNIVERSITY OF EAST ANGLIA   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

COMPETITION; DATABASE SYSTEMS; FINANCE; INFORMATION TECHNOLOGY; MARKETING; STRATEGIC PLANNING;

DATABASE MARKETING STRATEGY;

INFORMATION MANAGEMENT;

EID: 0032135881     PISSN: 02684012     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0268-4012(98)00015-2     Document Type: Article

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