IDEAS home Printed from https://ideas.repec.org/h/spr/sptchp/978-3-662-55381-7_8.html
   My bibliography  Save this book chapter

Using Databases

In: Customer Relationship Management

Author

Listed:
  • V. Kumar

    (Georgia State University)

  • Werner Reinartz

    (University of Cologne)

Abstract

This chapter discusses the various uses of databases as a successful tool for understanding customers. Using relevant industry examples, this chapter explains customer databases by categorizing the types of databases, illustrating the benefits of marketing databases, and highlighting the uses of marketing databases. The chapter shows the different levels and methods of categorizing the databases by their respective main business function, information content, active or passive approach, or structure. Further, the benefits of implementing each category of database that allow marketers to analyze and customers, classify them into different groups, and subsequently implement specialized marketing programs for each group, are illustrated. Finally, the uses of these databases that firms can deploy, including identifying profitable customers, improving communication to individual customers, and positively influencing various aspects of business operations are highlighted.

Suggested Citation

  • V. Kumar & Werner Reinartz, 2018. "Using Databases," Springer Texts in Business and Economics, in: Customer Relationship Management, edition 3, chapter 8, pages 157-167, Springer.
    • Handle: RePEc:spr:sptchp:978-3-662-55381-7_8
    DOI: 10.1007/978-3-662-55381-7_8
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Other versions of this item:

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sptchp:978-3-662-55381-7_8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.