Asserts that there are two approaches to successful database marketing: cognitive and behavioral analysis. In this way, marketers can garner a clear understanding of what customers and prospects “look like”. Reviews the processes involved in database marketing. Suggests to marketers the best...

This paper introduces the concept of the Customer Value Matrix, a customer segmentation approach that is especially well‐suited for small retail and service businesses. The discussion offers insights into the reasons for the development of this practical approach, a concrete methodology for...

The paper examines the current state of relationship marketing in the consumer services market. It questions whether relationships are mutually beneficial to suppliers and customers and argues that the relationship is managed by the retailer primarily for their gain whereas the customer might...

One‐to‐one marketing has received increased attention by academics and practitioners. In essence, one‐to‐one marketing reconfigures the familiar four Ps into one element: the relationship. It represents the ultimate expression of target marketing ‐ a market of one ‐ or at least one...

To date, most published work concerning effective Web site design has been based on personal opinion or experience, not on research. Uses 50 in‐depth interviews with Web site designers to identify key design considerations and online customer conversion and relationship strategies. A proposed...