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What is individual marketing? |
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Integration of database-marketing (DBM) and computer Aided Selling (CAS) - the way to Individual marketing
Jörg Link, Volker G. Hildebrand
summary
The current development of marketing is marked through a trend towards customer individual market preparation. This trend manifested itself on the one hand in an increasing individualization of the products (Customized marketing) as well as the construction of individual business relations (Relationship marketing). The contribution illuminates the role of database marketing and computer Aided Selling in the realization of a more individual customer-oriented marketing. The results of an empirical investigation in nearly 1000 German businesses show that over the half of the questioned DBM- and/or CAS-systems are already in use.
HMD, notebooks 193, January 1997
Corrected computer translation of this page:
http://hmd.dpunkt.de/193/01.html
First answer by Jafidd. Last edit by Jafidd. Contributor trust: 27 [recommend contributor]. Question popularity: 23 [recommend question]
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