Importance of database for direct marketing campaigns

Direct marketing activities involve interactivity and customization which requires a good knowledge of current and potential customers. Information that define consumer profile from geographical, demographic, psychographic and behavioral point of view are contained within a database.

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Authors:	Prihoanca, Diana
Published in:	Studies and Scientific Researches. Economics Edition. - Facultatea de Ştiinţe Economice. - 16-17
Publisher:	Facultatea de Ştiinţe Economice
Subject:	direct marketing \| direct marketing campaign \| database \| customers

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Type of publication:	Article
Classification:	M39 - Marketing and Advertising. Other
Source:	RePEc - Research Papers in Economics

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