Marketing: an information‐intensive territory of the modern private company
Per Knudsen
(Associate Professor of the Royal School of Librarianship, Copenhagen, Denmark)
436
Abstract
Explains that database marketing (DBM) allows the return on investment of marketing activities to be assessed. Interprets the concepts of DBM, and illustrates the typicality of the subject with a bibliometric analysis. Examines the components of a DBM system, and identifies the relationships between the components using practical examples.
Keywords
Citation
Knudsen, P. (1996), "Marketing: an information‐intensive territory of the modern private company", New Library World, Vol. 97 No. 5, pp. 12-16. https://doi.org/10.1108/03074809610122863
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited