Integrating information resources to develop strategies

Schultz, Don E.
January 1997
Marketing News;01/20/97, Vol. 31 Issue 2, p10
Trade Publication
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.


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