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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.
Affinity marketing, Marketing mix, List building, In-house, Audit, Customer loyalty, Background, Crisis management, Industrial marketing, Layout, Collateral PR, Direct response advertising (DRA), Inducements, Guarantees and warranties, Reciprocal links,