One of the first appearances of information systems in the marketing domain has been with the introduction of database marketing. Database marketing is based on the simple principle of keeping customer records both on a base-record level with key information on the customer himself, as well as on the transaction level by liking every purchase of a customer to his base-record, and therefore enabling detailed analyses on each customer’s purchasing history.
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© 2009 Gabler | GWV Fachverlage GmbH
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Zeidler, C. (2009). The reference model for the mobile supported loyalty scheme. In: Mobile Support in Customer Loyalty Management. Gabler. https://doi.org/10.1007/978-3-8349-8301-5_4
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DOI: https://doi.org/10.1007/978-3-8349-8301-5_4
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