Bell DeTienne, Kristen; Thompson, Jeffery A. - In: Journal of Consumer Marketing 13 (1996) 5, pp. 12-34
Observes that, despite the prevalent use of customer databases, very little academic research has examined the practice …. Discusses the plethora of research opportunities in database marketing. First, defines database marketing, and second, promotes … organizational learning theory as a useful tool by which database marketing research can advance. Finally reviews prior research, and …