The Roles of Customer Databases and Database Marketing in Marketing Intelligence

Abstract

Customer databases and database marketing play important roles in marketing intelligence and in building and developing customer relationships for organizations. Development of customer databases and performing database marketing are made possible mainly by the advancements in information technology. The study discusses various aspects of customer databases and database marketing and their roles in marketing intelligence and in building customer relationships. It discusses the ways in which companies can use customer databases effectively to achieve the best results. The study discusses the issues of database marketing, ways of overcoming them, internal changes in an organization required for the implementation of database marketing, and emphasizes that maintenance of customer databases and performing database marketing are not the solutions to every problem in building customer relationships. It will help practitioners and researchers in finding a direction for generating customer insights, achieving the goals in relationship management, and in achieving business excellence.