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A study in international marketing: The development of a consumer database marketing capability

Nancarrow, Clive, Wright, Len Tiu and Page, Julie (1997) A study in international marketing: The development of a consumer database marketing capability. Journal of Marketing Management, 13 (7). pp. 625-636. ISSN 0267-257X

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Abstract

This paper examines the reasons why Seagram Europe & Africa (SE&A) decided to develop their database marketing capability in Europe. The paper describes the environmental changes, external and internal, that led SE&A to re‐evaluate their marketing communications strategy and examine sponsorship and direct marketing opportunities for Europe. The paper focuses on the major issues SE&A addressed when weighing up the strategic role of database marketing. Finally, the key considerations in the development and implementation of an European‐wide database marketing discipline for the division are discussed.

Item Type: Article
Subjects: H Social Sciences > HF Commerce
Schools: The Business School
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Depositing User: Sharon Beastall
Date Deposited: 11 Oct 2011 13:25
Last Modified: 11 Oct 2011 13:25
URI: http://eprints.hud.ac.uk/id/eprint/11649

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