Abstract
The application of IT to the marketing function for strategic purposes has been the subject of much debate. At the same time the use of computerized marketing databsses has experienced rapid growth which is likely to continue. This paper reports a research survey to find out about the use of CMDs and, specifically, whether they are being used strategically.
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Cameron, R., Targett, D. Computerized marketing databases: their role now and in the future. J Inf Technol 7, 223–232 (1992). https://doi.org/10.1057/jit.1992.29
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DOI: https://doi.org/10.1057/jit.1992.29