This informative book looks at the long-term impact of database marketing techniques on the organisation, customers, both actual and prospective, and society in general. The authors advise on how to use databases to build strong customer relationships

"This book blends the literature from the fields of marketing and information technology in an effort to examine the effect that technological advances have on the interaction between companies and their customers"--Provided by publisher

Dieses Buch erklärt, wie die vielfältigen Möglichkeiten der Digitalisierung die Live-Kommunikation sowie das Management von Events noch besser machen. Es stellt dar, wie man die Stärken der Live-Kommunikation unterstreicht, die Schwächen abmildert, die Chancen intensiver nutzt und Risiken...

"This book blends the literature from the fields of marketing and information technology in an effort to examine the effect that technological advances have on the interaction between companies and their customers"--