Database Marketing: Talking Direct to Our Listening Customers

Author: Carr, Mike

Source: Marketing Intelligence & Planning, Volume 12, Number 6, 1994 , pp. 12-14(3)

Publisher: Emerald Group Publishing Limited

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Abstract:

In March 1994 British Gas began a major restructuring of its UK gasbusiness. In place of the 12 regions there are now five business units- gas transport and storage, public gas supply, contract trading,servicing, installation and retailing. Addresses issues relating to theretailing business. Discusses how selective targeting of customers hashelped the company to achieve an increase in sales orders and a moreaccurate customer profile, and has contributed to the success of The GasCollection catalogues.

Keywords: British Gas; Catalogue Retailing; Customer Profiling; Database Marketing; Direct Marketing; Home Shopping; Market Segmentation; Marketing Strategy; Organizational Restructuring; Target Marketing

Document Type: Research article

DOI: 10.1108/02634509410064169

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