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Database Marketing

In: How to Market Computers and Information Technology

Author

Listed:
  • Hamish E. Macarthur
  • Merlin Stone

Abstract

There is no universally accepted definition of database marketing. In this book, we use the following definition: Database marketing is an interactive approach to marketing, which uses individually addressable marketing media and channels (such as mail, telephone, and the sales force): To extend help to a company’s target audience To stimulate their demand To stay close to them by recording and keeping an electronic database memory of customer, prospect and all communication and commercial contacts, to help improve all future contacts and to ensure more realistic planning of all marketing

Suggested Citation

  • Hamish E. Macarthur & Merlin Stone, 1994. "Database Marketing," Palgrave Macmillan Books, in: How to Market Computers and Information Technology, edition 0, chapter 0, pages 238-249, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-13402-1_12
    DOI: 10.1007/978-1-349-13402-1_12
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