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Study says b-to-b execs investing in database marketing

Published on .

Calabasas, Calif.--A new study of b-to-b executives by Patrick Marketing Group found that 12% of total marketing budgets are being allocated to database marketing, and 55% of executives said they should be investing more heavily in database-driven marketing campaigns. Also, 61% said enhancing the quality of customer relationships is the most important benefit of e-business. Patrick Marketing is a full-service marketing agency whose clients include AT&T Corp., Hewlett-Packard Co., IBM Corp., 3Com Corp. and BASF AG.
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