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A database is a collection of
information that is orga-
nized so that it can easily be accessed, managed, and updated.
In one view, databases can be classified according to the type of content:
bibliographic, full-text, numeric, and
images.
Stone and Shaw (1987) have defined database marketing as
follows: "Database marketing is an interactive approach to marketing
communication, which uses addressable communications media (such
as mail, telephone, and the sales force) to target its audience, to
stimulate their demand, and to stay close to them by recording and keeping
an electronic database memory of customer, prospects and all
communication and commercial contacts, to help improve all future contacts."
A relatively more recent definition by Roberts
(1997) goes as follows: "Database marketing is the
application of statistical analysis and modeling techniques to
computerized, individual level data sets. It is used to support the development
of cost-effective marketing programs that communicate directly with
identified customers and prospects, and to track and evaluate the results
of specific promotional efforts. Database marketing implies
planned communication with individually targeted customers and
prospects over an extended period of time to promote
repeat purchases of related goods and services." |
