Interactive Marketing: Exploiting the Age of Addressability, Sloan Management Review
It's a marketer's dream - the ability to develop interactive relationships with individual customers. Technology, in the form of the database, is making this dream a reality. Now companies can keep track of customer preferences and tailor advertising and promotions to those needs. For instance, a grocery store system could note that you recently purchased a sample size of dishwashing detergent and could offer you a coupon to buy the large size. Blattberg and Deighton explore the impact of this development on marketing practice and give practical advice on designing a marketing database and staffing an interactive marketing department. They also address consumer fears and the public debate over marketing and privacy. (Reprinted by permission of the publisher.)
Robert Blattberg, John Deighton
Blattberg, Robert, and John Deighton. 1991. Interactive Marketing: Exploiting the Age of Addressability. Sloan Management Review. 33(1): 5-14.