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.
Internal analysis, Market share, Relative advantage, Customer satisfaction, Concept development and testing, Brand extension , Early majority, Personal data, Marketing decision support system (MDSS), Search engine marketing (SEM), Fast Moving Consumer Goods (FMCG), Peer to peer (P2P) marketing, Detail aid, Marketing myopia, Channels,