Information Database Marketing


Information databases can be used for a range of purposes, including accounting, planning, banking, manufacturing, or marketing. The concept describes an information database from the marketing perspective, and provides a description, business uses, and other tools that can assist professionals and managers to better understand it.

Technique Overview

Information Database Marketing

Information Database Marketing Definition

Information database (IDB) is a collection of records or data that is stored in a computer or information system and is used to create and sustain information. In Marketing and sales IDB stored data on a range of marketing activities (O'Brien et al., 1995). An IDB relies on a database management systems (DBMS) software to organise, store and retrieve data. DBMS are categorised according to the database model that they support. The model, in turn, determines the type of information to be retrieved (Dutta and Mia, 2011).

Information Database Marketing Description *

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Business Evidence

Strengths, weaknesses and examples of Information Database Marketing *

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Business Application

Implementation, success factors and measures of Information Database Marketing *

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Professional Tools

Information Database Marketing videos and downloads *

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Further Reading

Information Database Marketing web and print resources *

Information Database Marketing references (4 of up to 20) *

  • Adams, D. (2004) How CRM Can Change Your Organisation. The Guardian. [Online], Available at:(www.guardian.co.uk/society/2004/jan/30/1?INTCMP=SRCH) [Accessed 06 December 2012].
  • Anderson, K. and Kerr, C. (2001) Customer Relationship Management. McGraw Hill Professional.
  • Columbus, L. (2012) Gartner's Magic Quadrant for Social CRM and the Social Enterprise. Forbes. [Online] Available at: (www.forbes.com/sites/louiscolumbus/2012/10/02/gartners-magic-quadrant-for-social-crm-and-the-social-enterprise/) [Accessed 06 December 2012].
  • Curry, J. and Curry, A. (2000) The Customer Marketing Method: How to Implement and Profit from Customer Relationship Management. Simon and Schuster.

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