Computerized Marketing Databases: Their Role Now and in the Future

Authors

Ross Cameron, University of Bath, Bath, UK
David Targett, University of Bath, Bath, UK

Document Type

Research Article

Abstract

The application of IT to the marketing function for strategic purposes has been the subject of much debate. At the same time the use of computerized marketing databases has experienced rapid growth which is likely to continue. This paper reports a research survey to find out about the use of CMDs and, specifically, whether they are being used strategically.

DOI

10.1177/026839629200700405

Recommended Citation

Cameron, Ross and Targett, David (1992) "Computerized Marketing Databases: Their Role Now and in the Future," Journal of Information Technology: Vol. 7: Iss. 4, Article 5.
DOI: 10.1177/026839629200700405
Available at: https://aisel.aisnet.org/jit/vol7/iss4/5