Aligning IT and marketing — The impact of database marketing and CRM



This paper discusses the conceptual differences between database marketing and customer relationship management (CRM) with a focus on the use of information technology (IT) in both practices. Practical experiences and the results of academic research are considered when Henderson and Venkatraman's strategic alignment model is applied for the identification of typical paths of alignment between marketing and IT for the two concepts. Two cases are described in order to illustrate the alignment processes. It is shown that the model is useful for further clarification of the conceptual distinctions between database marketing and CRM. The developed alignment perspectives provide an integrated view of the managerial challenges which companies face while pursuing IT-enhanced marketing strategies.


Database Marketing Customer Relationship Analytical CRM e-CRM Direct Mail Telemarketing Targeting Segmentation Behavioural Analysis Systems Profiling Campaign Intelligent e-marketing Interactive Market Modelling eCommerce Internet Information Management Research Data Protection 

Copyright information

© Palgrave Macmillan 2005

Authors and Affiliations

  1. 1.Department of Information SystemsUniversity of Münster, Leonardo Campus 3MünsterGermany

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