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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.
Market segmentation, Competitor analysis, Relative advantage, External analysis, Collateral PR, Lead generation, Four Ms, RSS, Detail aid, Relationship marketing, Ad rotation, Test marketing, McKinsey Seven S's of Management (or 7-S Model), Contextual marketing, Ansoff Matrix,