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.
Marketing mix, Click tracking, European Foundation for Quality Management (EFQM), Market development, Focus groups, Knowledge management, Brand revitalisation, Trial stage, Collateral PR, Internal analysis, Institute of Practitioners in Advertising (IPA), Hard sell, Asset-led marketing, Attitude Awareness Usage Study (AAU), Field marketing,