Creating

Customer

Value and

Customer

Relationships

Database Marketing

Is the process of building, maintaining and using customer

databases and other databases to contact, transact and build

customer relationship.

Customer database

Business database

Data warehouse

Database marketing

Data mining

Database Key Concepts

Using the

Database To identify

prospects

To target

offers

To deepen

loyalty

To

reactivate

customers

To avoid

mistakes

Situations are not conducive

Requires a large well-placed investment

Difficult to be customer oriented

Unwillingness of customers

Assumptions may not be true

always

Downside of Database Marketing

Database not be

worthwhile when

product is a once-in-a-lifetime purchase

Customers do not show loyalty

unit sale is very small

cost of gathering

information is too high

No direct contact

between seller and buyer

-Kanishk Chaturvedi