Post a composite review
Unpost a composite review
Search all MERLOT
Select to go to your profile
Select to go to your workspace
Select to go to your Dashboard Report
Select to go to your Content Builder
Select to log out
Search Terms
Enter username
Enter password
Please give at least one keyword of at least three characters for the search to work with. The more keywords you give, the better the search will work for you.
Select OK to launch help window
Cancel help


Advanced Search


Peer Review

Articles on Database Marketing



Overall Numeric Rating:

3 stars
Content Quality: 4 stars
Effectiveness: 3.8 stars
Ease of Use: 3.8 stars
Reviewed: May 15, 2005 by Business Editorial Board
Overview: This website defines 24 key terms and provides a variety of articles (with
application-oriented examples) on the topic of database marketing. The site has
been created by an author who has both academic and professional perspectives on
the subject. This site may be used to complement course material. Due to the
nature of the site, it would be difficult for students to use the material at
this site without instructor direction.
Type of Material: This module is a collection of articles and speeches on a variety of topics
related to database marketing.
Recommended Uses: This site should be used to complement and enhance course material about
database marketing. The material can be used both in and out of the classroom
to facilitate either individual or group work. The topics could be used for
in-class lecture, class discussion and presentation, and/or team case analyses.

Technical Requirements: None.
Identify Major Learning Goals: The goal of this site is to provide users with education and research in the
field of database marketing, with a specific focus on relationship marketing.
Users have the opportunity to learn about database marketing through a variety
of real-world database marketing cases.
Target Student Population: This material would be appropriate for undergraduate and/or graduate courses in
database marketing, upper-level courses in marketing strategy, or special topics
courses. Additionally, this site may also prove useful to those teaching
courses in e-commerce and e-marketing.
Prerequisite Knowledge or Skills: Students should have completed an introductory course in marketing or database

Evaluation and Observation

Content Quality

Rating: 4 stars
Strengths: The articles provided at this website are versatile, represent real-world
applications, and can be used in a variety of courses (e.g., database marketing,
principles of marketing, marketing research, marketing strategy, internet
marketing etc). One of the greatest advantages of this website is the fact that
the articles are real-world case studies of applications of database marketing.
Thus, this site would also be an excellent resource for project work in a
course or seminar that included a client project.
Concerns: This site could be used as a supplemental course tool, however, users would need
to be provided with comprehensive theoretical material regarding database and
relationship marketing. The articles are relatively current, however, some of
the case examples are quite dated. In this field, currency is of utmost
importance as the technology and its capabilities change so quickly.

Another concern would be the fact that many of these articles are based solely
on the author?s consulting experiences. There is no referenced material
included in the articles, which may be problematic for users completing research

Potential Effectiveness as a Teaching Tool

Rating: 3.8 stars
Strengths: This site is best suited for use as a supplemental resource for students in a
marketing or database marketing course; it has not been designed as a
comprehensive teaching tool. The most beneficial aspect of this material is the
fact that it provides real-world case examples, which is much more difficult to
find in quantity in textbooks on this topic. For users participating in an
online course, this material is readily accessible via the Database Marketing
Institute website.
Concerns: The articles are largely experiential in nature, and users will have a difficult
time referencing material in the articles. As the site has not been designed
for use as a teaching tool, instructors will be required to review material and
determine suitability as well as applicability to particular topics covered in a
course. None of the material is available in hard copy (unless the user prints
the material directly from the website).

Ease of Use for Both Students and Faculty

Rating: 3.8 stars
Strengths: The site is organized alphabetically by topic and very easy to use. If students
are provided with instructor direction, this may make finding information
relatively easy. Students are able to access all material completely online.
There are no sophisticated technology requirements to review the material.
Concerns: This site is an excellent resource for the topic of database marketing, however,
the site may not be engaging to students as it is essentially a collection of
articles. More importantly, instructors must review all articles listed in
order to determine applicability to course material, as the articles are simply
listed in alphabetical order. Some of the article titles are not indicative of
total article content, which may also prove difficult for instructors.
Instructors would have to provide students with direction in terms of article
applicability to course material.

Other Issues and Comments: The information within this module is very well written and informative. It
provides good information for professors to enhance their lectures. However,
students will probably only use the information if they are conducting a
research project about data base marketing. As noted in the review, one of the
greatest advantages of this site is the fact that there are a variety of
real-world case examples included. Users certainly will benefit from the
expertise of Arthur Hughes. Instructors may also want to consult Hughes' other
works on database marketing (listed on his site) to provide theoretical course