Database marketing: Past, present, and future

Lisa A. Petrison*, Robert C. Blattberg, Paul Wang

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

56 Scopus citations


During the past century, database marketing techniques have become increasingly important in allowing companies to reach and communicate with customers. An examination of the history of the field suggests that many of the core concepts associated with database marketing date back several decades, but the dissemination of these concepts into different industries and their integration with one another has proceeded slowly. This article presents an overview of how the field of database marketing has developed, with the hope that knowledge of what has happened in the past will enable marketers to find better ways to create relationships with their customers in the future.

Original languageEnglish (US)
Pages (from-to)109-125
Number of pages17
JournalJournal of Interactive Marketing
Issue number4
StatePublished - 1997

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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