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

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.