Database Marketing - Definition and Application of the Concept

Abstract

A database is a collection of information on a set of variables of interest on a specific topic. Database marketing has become relevant and practical due to great advances in ICT and also because of globalization which has led to the convergence and integration of global markets, The objective of this paper is to explore the meaning and application of database marketing. The methodology used is that of a qualitative approach which is based on relying on secondary data and reviewing it by using the author’s insights gained he was recently pursuing an online MBA program. The author hopes this paper will be useful to both researchers and students of marketing.