TITLE

Integrating information resources to develop strategies

AUTHOR(S)
Schultz, Don E.
PUB. DATE
January 1997
SOURCE
Marketing News;01/20/97, Vol. 31 Issue 2, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article presents advice related to integrated marketing. According to the author, a critical part of integrating business strategy is constructing aligned and integrated data bases. Many organizations have focused on the end user as the basis for developing data bases. They have done this partly because of the history of database marketing, which primarily has come from catalog and continuity marketing organizations. For many organizations today, such channels as retailers, wholesalers, distributors, and the like are equally important in developing data bases.
ACCESSION #
9701270643

 

Related Articles

  • Merkle launches healthcare practice. Comer, Ben // Medical Marketing & Media;May2009, Vol. 44 Issue 5, p30 

    The article reports on the launch of a healthcare practice made by Merkle, a database marketing agency. It notes that the launching was headed by Jeff Wiltrout, former director of integrated marketing of GlaxoSmithKline. According to Wiltrout, the company is in need to use data in order to drive...

  • Data base is 'nerve center' of integrated marketing plan. Schlossberg, Howard // Marketing News;2/3/1992, Vol. 26 Issue 3, p5 

    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...

  • Behavioral targeting. Bannan, Karen J. // B to B;6/4/2007, Vol. 92 Issue 7, p18 

    The article offers information about behavioral targeting. One definition of behavioral targeting is that, it is a marketing that targets prospects based on their behavior and interactions with marketing messages on Web sites, electronic-mails, or advertisements to improve advertisement...

  • Are B2B marketers really out of the loop? Cook, Steve // Precision Marketing;1/12/2007, Vol. 19 Issue 6, p14 

    The article discusses the importance of well-built database to business-to-business (B2B) marketing in Great Britain. It has been noted that B2B marketers tend to have a disjointed relationship with their databases. Databases are made to focus on individual files and marketers must examine their...

  • FEELING LONELY? GET MORE MAIL. VIVEIROS, BETH NEGUS // Multichannel Merchant (Penton Media, Inc.);Oct2009, Vol. 5 Issue 10, p56 

    The article offers information on a mail project that could provide marketing ideas to marketers in the U.S. According to the author, the web site IGotAnEnvelope.com encourages people to leave self addressed stamped envelopes in public places. The envelopes are said to have notes encouraging...

  • ESSENTIALS FOR INTEGRATED MARKETING. Liodice, Bob // Advertising Age;6/9/2008, Vol. 79 Issue 23, p26 

    The article discusses key elements for integrated marketing communications (IMC). The author states that the increase in IMC was pushed by a power shift from marketer to consumer. The author explains that consumer insight that can be translated into a differentiated marketing strategy is the...

  • The big (consumer) picture.  // Revolution (14605953);Nov2008 Digital Marketing Guide, p7 

    The article offers insights on integrated marketing. It notes brands' recognition of the need to integrate online and offline customer data to get a complete view of the customer. Chris Pearce, business director at TMW, suggests integrating channels at different stages of the customer buying...

  • INJECTING ANALYTICS INTO THE MIX. See, Ed; Skinner, David; Weinberger, David // Advertising Age;4/3/2006, Vol. 77 Issue 14, Special Section p17 

    The article emphasizes the need for the integration of analytics into the marketing process. Analytics--including dashboards, continuous marketing effectiveness tools and integrated marketing databases-historically have been viewed as a threat, says Sharon Otterman, vice president-integrated...

  • Walking on Sunshine. Viveiros, Beth Negus // Direct;4/1/2007, Vol. 19 Issue 4, p11 

    The article focuses on the development of a cross-channel database that combines customer information from catalog, Web and retail channels by Aerosoles. The target of the service is married women ages 35 to 55. Magnus Gustafsson, vice president for direct marketing of Aerosoles, states that the...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics