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- W2256961441 abstract "When this empirical research was carried out, 119 financial institutions were registered with the South African Registrar of Banks and Financial Institutions. The responses from institutions that participated in the research project indicate that South African financial institutions lack the ability and willingness to implement a successful database marketing strategy. The reasons can be found in a misunderstanding of what database marketing entails, as well as a lack of acknowledgement of the important role that database marketing can play in the marketing strategy of financial institutions. Moving the marketing function to a higher level in the organisational hierarchy and appointing database managers with a thorough knowledge of marketing could serve to eliminate this problem." @default.
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- W2256961441 date "2003-08-01" @default.
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- W2256961441 title "Database marketing : application by South African financial institutions : research article" @default.
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