Where customer information, stored in an electronic database, is used for targeting marketing activities. Information can be a mixture of what is gleaned from previous interactions with the customer and what is available from outside sources.
Database marketing is most commonly used to promote a product or service for marketing purposes. The process of communication can be any addressable medium, as in direct marketing.
Direct response advertising (DRA), Virtual community, Search engine marketing (SEM), Business to business (B2B) , Buying behaviour , Brand reinforcement, Internal analysis, In-Company training, List building, National Change of Address (NCOA), Socially responsible marketing, Market leader, Marketing myopia, Deduping, Subscriber list,