Database marketing is the technique of gathering all the information available about customer, leads and prospects into a central database and using that information to drive all marketing efforts. The information is stored in a marketing database and can be used at both the strategic and tactical levels to drive targeted marketing efforts. (www.itsallgoodwebdesign.com/html/database_marketing.html). A database is a collection of data arranged for computer retrieval. Marketing can defined as "…
showed first 75 words of 973 total

showed last 75 words of 973 total
…return on the marketing investment. (www.itsallgoodwebdesign.com/html/database_marketing.html). Reference: Cooke.S, (1994), "Marketing Intelligence & Planning, Vol. 12, No.6, pp4-7. Denise.D. Schoenbachler, Geoffrey L. Gordon, Dawn Foley and Linda Spellman, (1997), "Journal of Consumer Marketing", "Understanding consumer database marketing", Vol.14, pp. 5-19. http://www.itsallgoodwebdesign.com/html/database_marketing.html [accessed date: June16, 2005] Kahan.R, (2004), "The Marketing Database: Return on Investment", http://www.womenof.com/Articles/tt021297.asp [accessed date: June15, 2005]