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.
Balanced Scorecard, Fax Preference Service (FPS), Electronic point of sale (EPOS) system, Early majority, Special interest groups, e-Marketing, Digital creative, Point of sale (POS), Social audit, Inducements, Affinity marketing, Franchising, Marketing mix, Reciprocal links, Business to consumer (B2C),