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Jaguar
C/M/802. Impact of culture on Database Marketing concepts
- WORDS:
- 6500
- DATE:
- 2008
- PRICE:
- 69.99 GBP
The paper examines the concept of database marketing (DM) linking it to relationship marketing and considering it with regard to today's automotive industries. Academic literature is reviewed on the theory of marketing mix, relationship marketing, database marketing, organisational culture, etc. A case study of DM in Jaguar is conducted using the methods of primary data collection through interviews and sampling. Conclusions are made about the DM implementation.
KEYWORDS: Database marketing, relationship marketing, Jaguar, automotive industry,
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