• Asia Marketing Journal
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• v.7 no.3
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• pp.121-141
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• 2005

Most of the people in marketing area know that database marketing has been one of the most powerful marketing tools and thus database marketing industry grows bigger and bigger. For both effective database marketing and database marketing industry, personal data are the very essential resources. Unfortunately, in Korea, both database marketing and database marketing industry stays far behind compared to other countries because it is practically very hard to legally trade personal data for database marketing purpose. Instead Korea has a illegal spam problem which might be a natural consequency of strong restriction on personal data in the situation of huge demand for personal data. KT SODiS can be called the frontier of Korea's database marketing industry since it is the first legal business in this area. In the first 5 months, SODiS obtained 2 millions of legal customer consents which can be the strong base to help database marketing activities of other companies. This case shows marketing strategies of KT SODiS to establish infrastructure for Korea's database marketing industry and suggests some future tasks to further develop the industry.

• Journal of Korea Society of Industrial Information Systems
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• v.6 no.3
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• pp.95-106
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• 2001

Rapidly changing today's market requires new and innovative marketing approaches. Relationship marketing is one of the innovative marketing approaches. The key elements of the relationship marketing concept are the attraction, maintenance and enhancement of customer relationships for competitive advantage. Customer information provides the foundation for relationship marketing activities within an organization. Relationship marketing is not possible without the development and use of a database marketing system. Often the greatest obstacle in achieving advantage from relationship marketing is the development of a database marketing system. Thus, it is imperative marketers identify the characteristics necessary for successful database marketing if they hope to practice relationship marketing. A lot of researchers conclude that organizational barriers are the true, key critical issues in obtaining competitive advantage from database marketing. While Fletcher, et al. found strong evidence f the importance of organizational variables on database marketing, this area of research is largely unexplored. The objective of this research is to provide additional empirical evidence of the relationship between organizational variables and database marketing sophistication.

• Journal of the Korea Society of Computer and Information
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• v.4 no.2
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• pp.88-94
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• 1999

Database Marketing is a technique where you use all the information available within your companies databases as well as any useful external information to either improve or enhance your marketing efforts. or on the other hand evaluate new markets or the potential of new products, that you plan to launch. Database Marketing in itself is a very simple and straight-oriented concept. Database marketing offers your company many benefits. First, marketing funds are spent cost effectively because they are concentrated on your current customers and very best prospects. Second, your company can improve its relationship with customers thereby increasing customer loyalty. Third, a marketing database provides valuable information regarding customers and prospects. Now that we are in the Information Age, a great marketing database will increase the net value of your company.

• Journal of Intelligence and Information Systems
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• v.9 no.1
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• pp.195-209
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• 2003

Making traditional plan of target marketing based on association rule has brought restriction to obtain the target of marketing. This paper is to present inverse association rule as a new association rule for target marketing. Inverse association rule does not use information about relation between items that customers purchase, but use information about relation between items that customers do not purchase. By adding inverse association rule to target marketing, we generate new marketing strategy to look for new target of marketing. There are three steps to apply the marketing strategy proposed by this Paper to target marketing. Firstly, a database is converted to an inverse database. Although inverse association rules can be generated from a database, it is easier to explain inverse association rule in an inverse database than in a database. Secondly, association rules and inverse association rules are generated from inverse database. Finally, two types of rules which are created in the previous steps are applied to target marketing. From new marketing rule, this paper is to show direct marketing about target item and indirect marketing about another item associated with target item to sell target item. The reason is that sales of the item associated with target item have an influence on sales of target item.

• Proceedings of the Korea Database Society Conference
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• 1998.09a
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• pp.187-198
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• 1998

마케팅의 Fundamental\ulcorner 마케팅 : 제품구매와 관련된 소비자의 행위를 연구 마케팅의 역사 : Mass marketing $\longrightarrow$ Market segmentation $\longrightarrow$ Database marketing 소비자 이해와 관리를 위한 다양한 정보와 지식을 제공한다. DBM, Relationship marketing, Frequency marketing, Loyalty marketing, Program customer management, Direct marketing(중략)

• The Journal of Information Technology and Database
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• v.6 no.1
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• pp.89-101
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• 1999

Increasing number of companies recognize that the understanding of customers and their markets is indispensable for their survival and business success. The companies are rapidly increasing the amount of investments to develop customer databases which is the basis for the database marketing activities. Database marketing is closely related to data mining. Data mining is the non-trivial extraction of implicit, previously unknown and potentially useful knowledge or patterns from large data. Data mining applied to database marketing can make a great contribution to reinforce the company's competitiveness and sustainable competitive advantages. This paper develops the classification model to select the most responsible customers from the customer databases for telemarketing system and evaluates the performance of the developed model using LIFT measure. The model employs the decision tree algorithm, i.e., CHAID which is one of the well-known data mining techniques. This paper also represents the effective database marketing strategy by applying the data mining technique to a credit card company's telemarketing system.

• The Journal of Information Technology and Database
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• v.6 no.1
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• pp.103-114
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• 1999

Marketing decision support systems rely on an underlying enterprise information infrastructure. In traditional business situations, a limited number of product lines and markets divided into large chunks were adequately served by existing management information systems. With the advent of an increasingly segmented focus on niche markets and individual customers, the demand for market information has grown exponentially. The practical solutions offered by such data warehousing tools as OLAP and data mining directly address this need, allowing organizations to discover new niches. Marketing decision support systems built on these foundations provide organizations with new avenues for creating specifically targeted marketing strategies and promotional campaigns. The contribution of this article lies in introducing a graphical framework for data warehousing applications. Based on prior research, the framework links data warehousing and database marketing. To illustrate the effectiveness of this approach, three case examples of successful database marketing conclude the paper.

• Journal of the Korean Society of Costume
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• v.51 no.5
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• pp.29-43
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• 2001

Database marketing is a series of marketing activities based on the customer database for increasing the customer's life-time value. In this thesis. we applied database marketing to the sales promotional strategies of Casual Korean Traditional Clothes to activate wearing of Casual Korean Traditional Clothes. To achieve this goal, we surveyed the consciousness of wearing and purchases for Casual Korean Traditional Clothes. and extract information that can be utilized in the sales promotional strategies. According to the result, the proposed sales promotional strategies for Casual Korean Traditional Clothes are summarized as follows : (1) Useful information for the customer should be stored in the database and utilized in the marketing. (2) It is necessary to shorten the cycle of repeated purchases by emphasizing daily-life clothing of Casual Korean Traditional Clothes especially for the aged 20-40. (3) Since Casual Korean Traditional Clothes are usually weared as a ceremonial clothes in the fall, direct mail, fashion show, and advertising in the mass media should be concentrated on this season. (4) Value-added marketing should be derived by cross-selling of items harmonized with Casual Korean Traditional Clothes. (5) To guarantee fixed customers and increased usage of Casual Korean Traditional Clothes, - give point score, discount, or selling on an installment basis for the customers who use credit cards or department cards. - select privileged customers by analyzing purchase history and provide multiple services for these customers. - let the customers rent Casual Korean Traditional Clothes in an appropriate cost, and make customer cards for the construction of elaborated customer database. (6) To increase the acknowledgement of Casual Korean Traditional Clothes, not only Persistent publicity, but also fashion show, visual merchandising, and advertisement in mass media should be conducted as well.

• Journal of the Korean Association of Geographic Information Studies
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• v.1 no.1
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• pp.52-69
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• 1998

Using GIS, this study constructs and evaluates a bank marketing system. The study collects a marketing GIS database case from the Daegu Bank, which is one of the leading local banks in Korea. The database includes spatial data such as digital road map, internal and external attribute data which are combined for the construction of bank marketing database. Based on these data, the study developed an interface which enables searching and analysing functions of bank GIS marketing system. For the development of the interface, this study examined the basic concepts of area marketing and its development and utilized Map/Info as a basic GIS software package and Delphi as computer language. Finally, the study makes a comprehensive evaluation of various problems of spatial and attribute data which occurred in the process of constructing the bank marketing database.

• Journal of Distribution Science
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• v.14 no.7
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• pp.71-81
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• 2016

Purpose - Because creativity, which is an intangible resource embedded within the company, can offer a competitive advantage, most companies have an interest in promoting creativity among their employees and division(e.g., marketing organization). Creativity renders a sustainable competitive advantage to a firm because it is a strategic resource that is valuable, flexible, rare, and imperfectly imitable or substitutable. Although most companies broadly recognize the importance of creativity, the methods for developing creativity remain elusive. Therefore, the present study investigates how to structure incentives to motivate employees to be more creative and how to develop tools to facilitate creativity. In detail, the present study aimed to examine the relationship between the regulatory focus of marketing organizations(e.g., promotion focus vs prevention focus) and creativity of marketing organizations. In addition, the present study set out to examine the moderating role of interaction of financial reward and creative training in addition to investigating the direct relationship between creativity and regulatory focus in New Product Development(NPD) context. Research design, data, and methodology - The data used to test the hypotheses are drawn from a survey of full time NPD project members(including project manager, designer, engineer, and marketer). The present study utilized data obtained mainly from a database compiled by the Korea Investors Service-Financial Analysis System which provides comprehensive corporate and financial information on firms listed on the Korea Stock Exchange. A study population comprising 1,000 South Korean firms was obtained from this database. We selected 864 firms from the database, and the firms have experiences of new product development project. We collected a total of 162 responses, for a 18.8% response rate. After we excluded 14 questionnaire because of incomplete responses, a total of 148 questionnaire remained(final response rate: 17.1%). Working with a sample of 148 responses in South Korea, hierarchical moderated regression is employed to test research hypotheses(

The relationship between promotion focus and creativity of marketing organization,

The relationship between prevention focus and creativity of marketing organization,

The moderating effect of joint influences(interaction between financial rewards and creativity training) on the relationship between promotion focus creativity of marketing organization,

The moderating effect of joint influences(interaction between financial rewards and creativity training) on the relationship between prevention focus creativity of marketing organization). SPSS 18.0 and AMOS software were used in the data analysis. Results - The empirical study confirmed that promotion focus of marketing organization is positively related to creativity of marketing organization. Also, prevention focus of marketing organization is positively affected to creativity of marketing organization. In addition, the interaction between financial rewards and creativity training moderated the relationship between regularity focus(e.g.), promotion focus vs prevention focus) and creativity of marketing organization. These results suggest that managers can improve the performances of their creative efforts by providing the use of financial rewards and creativity training in combination. Conclusion - Based on results of this study that examine the effects of regulatory focused creative efforts on creativity of marketing organization, promotion focus is helpful with marketing organizations to enhance their service innovation and performance. Prevention focused organization should allow monetary rewards and creativity training to increase their creativity for innovation of new products.