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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.
Marketing mix, Growth stage, Buying behaviour , Narrowcasting, Perfect competition, Electronic point of sale (EPOS) system, Brand, Added value, i-Coach, Channel strategy, Market segmentation, Ladder of loyalty, Concordance programme, Key account management, Lead generation,