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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.
Ladder of loyalty, Layout, Brand revitalisation, Ansoff Matrix, Routine response behaviour, Social audit, Ambient media, Internal Customers, Perfect competition, RSS, Skimming, Knowledge management, DRIP Framework, Brand reinforcement, Internal marketing,