[Download] "Communication" by Michigan Academician * eBook PDF Kindle ePub Free
eBook details
- Title: Communication
- Author : Michigan Academician
- Release Date : January 01, 2008
- Genre: Reference,Books,Professional & Technical,Engineering,
- Pages : * pages
- Size : 48 KB
Description
Integrated Marketing Communication: The Data Warehouse Solution. James D. Christian, Francis Marion University This paper introduces the concepts of data warehousing within the context of an integrated marketing communication program. First,-the theory, terminology, and techniques associated with data warehousing, data farming, data mining, and data exploration are examined. Then, various integrated marketing communication strategies (Growth, Harvest, Maintain, Divest, and Innovate) are linked to a solution provided by data warehousing. In each case, examples from actual companies are used to illustrate how the solution suggested is being utilized. In addition, areas of concern, including customer privacy; computer-based discrimination; misidentification of Website visitors; and illegal activities, are addressed. Several examples of how companies collect data are also provided. Examples are provided to illustrate how the collected data may be misleading when compared to direct observation of shoppers' buying habits. The target audience for this paper consists of graduate students preparing for mid-level management positions and mid-level managers wishing to update their marketing knowledge.