MCB University Press has conducted databased marketing campaigns since 1972, but has escalated its investment as new technologies and software have become available. In‐house staff have now designed and introduced an integrated customer environment (ICE). That affords not only major...

Database marketing is scarcely comprehended by marketing professional practitioners as yet but its potential is becoming clear. It not only revolutionises the productivity of direct marketing but transforms the effectiveness of salesforce prospecting, marketing research and channel management....