Database Marketing


Database marketing uses databases of customers or potential customers to generate real value for companies. The concept explores why it is important for organisations to be aware of customer needs and explores key characteristics of database marketing.

Technique Overview

Database Marketing

Database Marketing Definition

At the heart of every direct marketing activity is a marketing database and its effectiveness depends on the amount and quality of customer information held by organisations. Database Marketing can be defined as the effort of organiations in compiling, analysing, using and maintaining data held about customers. This effort can assist organisations in contacting, transacting and building relationships with existing and potential customers (Jobber, 2009).

Database Marketing Description *

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Business Evidence

Database Marketing Strengths *

Database Marketing Weaknesses *

Examples of Database Marketing *

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Business Application

Database Marketing Implementation *

Success Factors of Database Marketing *

Measures of Database Marketing *

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Professional Tools

Database Marketing Videos *

Database Marketing Downloads *

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Further Reading

Database Marketing Web Resources *

Database Marketing Print Resources *

Database Marketing References (4 of up to 20) *

  • Ahmad, R. and Buttle, F. (2001) Customer Retention: A Potentially Potent Marketing Management Strategy. Journal of Strategic Marketing, Vol. 9(1 ), pp. 29-45.
  • Blattberg, R.C., Kim, B.D. and Neslin, S.A. (2008) Database Marketing. Analyzing and Managing Customers. Springer, New York.
  • Brassington, F. and Pettitt, S. (2006) Principles of Marketing. (4th edition) Financial Times/Prentice Hall, UK.
  • Hughes, A.M (2006) Database Marketing. The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program. (3rd edition) McGraw-Hill, New York.

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