The emergence of marketing clubs has been made possible by database technology. Reviews the published literature in depth and categorizes clubs from suspects to regular subscribers. Analyses three new clubs launched by MCB University Press for readers and authors showing achievements to date.

Compares the launch and development, by an academic publishing house, of three marketing clubs, two of which were focused on customers and the third on authors/editors. Promotional campaigns achieved good results but, most importantly, the marketing intelligence gained transformed the...