Customer databases and database marketing: roles in relationship marketing

Pratap Chandra Mandal

International Journal of Business Forecasting and Marketing Intelligence, 2017, vol. 3, issue 3, 327-336

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. (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.inderscience.com/link.php?id=85367 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbfmi:v:3:y:2017:i:3:p:327-336

Access Statistics for this article

More articles in International Journal of Business Forecasting and Marketing Intelligence from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().