Data base is 'nerve center' of integrated marketing plan

Schlossberg, Howard
February 1992
Marketing News;2/3/1992, Vol. 26 Issue 3, p5
Trade Publication
The article reports that data base is nerve center of integrated marketing. According to Edelman Public Relations Worldwide companies should integrate all marketing functions and messages. One can leverage ones marketing communications by integrating them through the best possible data base marketing program one can assemble. In this age of the addressable age marketing battles are being fought through markets of one, hence it is crucial to integrate all forms of marketing communications and transform them into conversation. The data base is the nerve center in its ability to do that and subsequently calculate the lifetime value of a customer.


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