Core strategic asset or just a tactical tool? How UK companies view the value of their customer databases — Peter Mouncey, Nikolaos Tzokas, Susan Hart and Robin Roslender, Interactive Marketing, Vol. 4 No. 1

This paper describes a research project commissioned by the IDM and undertaken by the University of Strathclyde's School of Marketing, investigating the value that organisations place on their customer database—as a revenue generator and as a support to the corporate strategy. It also details how many organisations do not use the database to its full potential. (FREE DOWNLOAD, 18 pages)

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Published	Format	Save	Open
01 Jul 2002

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