SPMA 3P65 Lecture Notes - Lecture 5: Tim Tebow, Customer Relationship Management, Direct Marketing
24 Mar 2016
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Document Summary
Data-base marketing system (dbm): a comprehensive system capturing essential demographic, psychographic, and product usage information on customers and potential customers to enable direct marketing strategies * Customer relationship management (crm) system: crm expands on the basic customer info- captured in a dbm system- ideally, it captures all transactions, inquiries and interactions between the customer and the org. Elements need for a solid database and direct marketing strategy. 1: collecting contact information, coding the data, updating and cleaning the data, creating online and offline direct marketing campaigns. Current consumers internal sources: ex. sales records, inquiries, website registrations. Secondary: already published or compiled (census reports/publications)
