Using Databases

V. Kumar and Werner Reinartz
Additional contact information
V. Kumar: Georgia State University

Chapter 8 in Customer Relationship Management, 2018, pp 157-167 from Springer

Abstract: Abstract This chapter discusses the various uses of databases as a successful tool for understanding customers. Using relevant industry examples, this chapter explains customer databases by categorizing the types of databases, illustrating the benefits of marketing databases, and highlighting the uses of marketing databases. The chapter shows the different levels and methods of categorizing the databases by their respective main business function, information content, active or passive approach, or structure. Further, the benefits of implementing each category of database that allow marketers to analyze and customers, classify them into different groups, and subsequently implement specialized marketing programs for each group, are illustrated. Finally, the uses of these databases that firms can deploy, including identifying profitable customers, improving communication to individual customers, and positively influencing various aspects of business operations are highlighted.

Date: 2018
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
Chapter: Using Databases (2012)
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:spr:sptchp:978-3-662-55381-7_8

Ordering information: This item can be ordered from
http://www.springer.com/9783662553817

DOI: 10.1007/978-3-662-55381-7_8

Access Statistics for this chapter

More chapters in Springer Texts in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().