Customer databases and database marketing: roles in relationship marketing Online publication date: Mon, 24-Jul-2017
by Pratap Chandra Mandal
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 3, No. 3, 2017
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.
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