Title: Customer databases and database marketing: roles in relationship marketing

Authors: Pratap Chandra Mandal

Addresses: VIT Business School, VIT University, Tamil Nadu, India

Abstract: Business does not exist without customers. In the present competitive business scenario, companies need to know their customers well to serve them better. Companies require collecting relevant information about customers. Development in information technology has helped companies to build customer databases, perform database marketing, and do relationship management. The paper discusses various aspects of customer database and database marketing, and their roles in relationship management. It discusses the ways in which a customer database can be used to achieve best results. The paper discusses the problems of database marketing, and ways of overcoming them. It focuses on the internal changes in an organisation which should be made for implementing database marketing, and emphasises that database marketing is not the solution to every problem. It only provides a direction for achieving the goals in relationship management.

Keywords: customer database; database marketing; relationship marketing; data warehousing; data mining.

DOI: 10.1504/IJBFMI.2017.085367

International Journal of Business Forecasting and Marketing Intelligence, 2017 Vol.3 No.3, pp.327 - 336

Received: 11 Aug 2016
Accepted: 10 Feb 2017
Published online: 24 Jul 2017 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article