Database Marketing

[Name of the Institute]Database Marketing

Introduction

Database marketing is an organized approach of marketing. It is a form of direct marketing. It includes collecting, consolidating and processing of customer's data that has been maintained in the database of the company. Although company databases have been used for conventional marketing since a long time, the marketing approach of database is differentiated by the fact that additional customer data is maintained for the purpose of marketing. Besides that, this data is processed and utilized in novel and more sophisticated manner (James & Hughes, 2013). Database marketing focuses on promoting, marketing and selling its products ...