Management and Organizational Studies 3322F/G Chapter Notes - Chapter 6: Database, Online Database, Database Marketing

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3322F/G
• Professor: Tara Lee

Document Summary

There is a slow migration away from mass media such as print and broadcast media and toward direct and interactive media. Advancing technology has created a means for organizations to communicate with customers on an individual basis. Crm and database marketing influence the development of programs that are designed to attract, cultivate and maximize the return for each customer with whom the company does business. The end result is that companies are combining mass communications and marketing techniques with micro-marketing techniques. Information is the backbone of a direct response communication strategy. Direct response communications involve direct mail, direct response communications in the mass media, telemarketing, and catalogue marketing. Direct mail is the most common means of delivering messages directly to consumers. Advances in technology and database management techniques offer great potential for catalogues and the internet to become more important in the mix.