This is a marketer's dream - the ability to develop interactive relationships with individual customers. Technology, in the form of a database, making this dream a reality. Now, companies can track customer preferences and adapt the advertising and promotion of these needs. For example, the grocery store, we can note that you recently purchased a sample size for washing dishes, and can offer you a coupon to buy a large size. Explores the impact of this on the development of marketing practices and gives practical advice on designing database marketing and staffing interactive marketing department. Also address customer fears and public debate of marketing and privacy. "Hide
by Robert C. Blattberg, John Deighton Source: MIT Sloan Management Review 12 pages. Publication Date: 01 Oct 1991. Prod. #: SMR004-PDF-ENG
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