Article | MIT Sloan Management Review | summer 1993

Database Marketing: New Rules for Policy and Practice

by Frank V. Cespedes and H. Jeff Smith

Keywords: Technology; Marketing; Policy; Practice;

Citation:

Cespedes, Frank V., and H. Jeff Smith. "Database Marketing: New Rules for Policy and Practice." MIT Sloan Management Review 34, no. 4 (summer 1993): 7–22.