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Customer databases and database marketing: roles in relationship marketing

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  • Pratap Chandra Mandal

Abstract

Business does not exist without customers. In the present competitive business scenario, companies need to know their customers well to serve them better. Companies require collecting relevant information about customers. Development in information technology has helped companies to build customer databases, perform database marketing, and do relationship management. The paper discusses various aspects of customer database and database marketing, and their roles in relationship management. It discusses the ways in which a customer database can be used to achieve best results. The paper discusses the problems of database marketing, and ways of overcoming them. It focuses on the internal changes in an organisation which should be made for implementing database marketing, and emphasises that database marketing is not the solution to every problem. It only provides a direction for achieving the goals in relationship management.

Suggested Citation

  • Pratap Chandra Mandal, 2017. "Customer databases and database marketing: roles in relationship marketing," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 3(3), pages 327-336.
    • Handle: RePEc:ids:ijbfmi:v:3:y:2017:i:3:p:327-336
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    Cited by:

    1. Archita Pal Choudhury & Amit Kundu & Dev Narayan Sarkar & Arabinda Bhattacharya, 2023. "Practitioners’ perspectives on the marketing strategies in Indian banking sector: a framework for strategy formulation," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 146-177, March.
    2. Pratap Chandra Mandal, 2022. "Roles of Customer Databases and Database Marketing in Customer Relationship Management," International Journal of E-Business Research (IJEBR), IGI Global, vol. 18(1), pages 1-12, January.

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