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Roles of Customer Databases and Database Marketing in Customer Relationship Management

Author

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  • Pratap Chandra Mandal

    (Indian Institute of Management, Shillong, India)

Abstract

Development in information technology helps companies to build customer databases, perform database marketing, and do relationship management. The study discusses the various aspects of customer databases 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 study discusses the various issues of database marketing, ways of overcoming the issues, internal changes in an organization which should be made for implementing database marketing, and emphasizes that database marketing is not the solution to every issue. Organizations should analyze all these issues during CRM implementation. It also provides a direction for achieving the goals in relationship management. Organizations should be aware of and should consider all these aspects of customer databases and database marketing to develop customer relationships, to do CRM implementation, to achieve business excellence, and to succeed in the long run.

Suggested Citation

  • 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.
    • Handle: RePEc:igg:jebr00:v:18:y:2022:i:1:p:1-12
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    References listed on IDEAS

    as
    1. Pratap Chandra Mandal, 2020. "Achieving excellence in services marketing: roles in customer delight," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 20(3), pages 359-374.
    2. D. Kalaivani & P. Sumathi, 2019. "Factor based prediction model for customer behavior analysis," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 10(4), pages 519-524, August.
    3. 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.
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