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 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
Strengths, weaknesses and examples of Database Marketing *
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Business Application
Implementation, success factors and measures of Database Marketing *
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Professional Tools
Database Marketing videos and downloads *
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Further Reading
Database Marketing web and 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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