摘要：When adopting new technologies, the issue is not always the availability of resources, but the possibility of access to adequate information and the ability to use new analytical reference sets. When Geographic Information Systems are applied to the treatment of addresses for Database Marketing, it is necessary to view addresses as the autonomous entities they really are, rather than consider them mere client attributes. This line of action greatly reduces the effort involved in address matching.
关键词：Geographic Information Systems (GIS);database marketing;geocoding address;direct marketing;mailing lists;relational databases;Sistemas Geográficos de Informação (GIS);marketing de relacionamento;geocodificação de endereços;marketing direto;listas de endereçamento;banco de dados relacionais
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