Harnessing the power of database marketing
Article Abstract:
Recent research has looked at the growing use of database marketing by many companies. Particular attention has been given to the development of a generic model which aims to help managers in understanding the interactions and processes required to set up effective database marketing systems. It was found that market modelling is now a relatively simple process, but that improved understanding is required about how information obtained from database analysis has an impact on the decisions made by marketing managers.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 1996
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The buy-in benchmark: how staff understanding and commitment impact brand and business performance
Article Abstract:
A new study examines how greater employee commitment and understanding can have a positive impact on brand and business performance. Research undertaken with 350 managers and employees produces a benchmark of intellectual and emotional buy-in. An evaluation of the impact of buy-in on strengthening company performance is presented.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 1999
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Factors influencing successful brand extensions
Article Abstract:
Factors that contribute to the success of brand extensions include the success of the initial product and the similarities of the new product to the initial product.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2003
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