Turning a marketing database into a relationship marketing database — Andrea Micheaux and Anne Gayet, Interactive Marketing, Vol. 2 No. 4

A significant change in the methodology of database marketing is under way. Echoing the ancient cry of the sales force for data capable of turning customer contacts into sales, relationship marketing managers are beginning to suspect that, despite huge volumes of transactional data and the availability of geodemographic overlays, the variables they most need for marketing might not actually reside in their customer databases.

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