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Putting the Byte on Family (1994)

Moss, Karen

Bingley : Emerald

Marketing intelligence & planning 12 (1994), S. 18-20

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ISSN: 0263-4503

Source: Emerald Fulltext Archive Database 1994-2005

Topics: Economics

Notes: Since Family Assurance started life in 1975 the society has grown tobecome the UK's largest tax-exempt friendly society. In 1994 the firstphase of a new computer system - FACE, for Family Assurance ClientEnvironment - will come on-stream. Describes how the core of the newsystem, the in-house marketing database, was set up to optimize directmailing activity, improve client selection for mailings and helpdetermine campaigns and product design. Assesses the success of thesystem so far and potential benefits in the future.

Type of Medium: Electronic Resource

URL: http://dx.doi.org/10.1108/02634509410064187

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