Putting the “Custom” in customer with database marketing
Steven Stern
(Vice president of Dallas‐based Targetbase Marketing.)
Douglas Barton
(Senior vice president in the Greensboro, N.C., branch.)
206
Abstract
What is a customer? By simple definition, a customer is one who purchases goods from another, but it stems from the word “custom” where an individual habitually patronizes a particular business. As companies achieve success, many neglect this concept and forget to keep the idea of “custom” in customer.
Citation
Stern, S. and Barton, D. (1997), "Putting the “Custom” in customer with database marketing", Strategy & Leadership, Vol. 25 No. 3, pp. 46-50. https://doi.org/10.1108/eb054589
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited