SIGNIFICANCE OF DATABASE MARKETING IN THE PROCESS OF TARGET SEGMENTS IDENTIFICATION AND SERVICE | Problems of Management in the 21st Century

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SIGNIFICANCE OF DATABASE MARKETING IN THE PROCESS OF TARGET SEGMENTS IDENTIFICATION AND SERVICE

Title	SIGNIFICANCE OF DATABASE MARKETING IN THE PROCESS OF TARGET SEGMENTS IDENTIFICATION AND SERVICE
Publication Type	Journal Article
Year of Publication	2013
Authors	Łodziana-Grabowska, J
Journal	Problems of Management in the 21st Century
Volume	6
Start Page	40-47
Date Published	April/2013
Type of Article	Original article
ISSN	2029-6932
Other Numbers	ICID: 1044644
Keywords	customer relationship management, database marketing, direct marketing, target market
Abstract	The study aims at presenting the position and role of marketing databases in the enterprise’s market operations and achievement of sales targets. The study identifies the following elements pertaining to the discussed issue: essence and parts of the database marketing, significance of the database marketing in the process of target segments service, database and customer relationship management as well as the problem of the customers’ privacy in relation to their data being used and processed by market entities. It should be emphasized that the informational systems constitute the basic elements supporting the process of sales management and service of the company’s target segments. It should be stressed that for the trade marketing the identification of a recipient type is of significance, which is presented in this study with reference to the database marketing. The database may also contain the information on products, departments and sales force involved in a specific marketing action. With such database at their disposal the companies become mobile in terms of their offer adjustment to the market requirements, while by making the customer the central point of their focus, their marketing becomes an essential and effective tool of building their relationship with the customer. The database development in order to identify the potential customers is a significant project of impact on the efficiency of marketing and the process of target market service, both for small and large enterprises.
URL	http://oaji.net/articles/2014/450-1392546003.pdf
DOI	10.33225/pmc/13.06.40
Refereed Designation	Refereed
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