Benefits of Database Marketing.

Database marketing is the technique of gathering all the information available about customer, leads and prospects into a central database and using that information to drive all marketing efforts. The information is stored in a marketing database and can be used at both the strategic and tactical levels to drive targeted marketing efforts. (www.itsallgoodwebdesign.com/html/database_marketing.html). A database is a collection of data arranged for computer retrieval. Marketing can defined as "…

…return on the marketing investment. (www.itsallgoodwebdesign.com/html/database_marketing.html). Reference: Cooke.S, (1994), "Marketing Intelligence & Planning, Vol. 12, No.6, pp4-7. Denise.D. Schoenbachler, Geoffrey L. Gordon, Dawn Foley and Linda Spellman, (1997), "Journal of Consumer Marketing", "Understanding consumer database marketing", Vol.14, pp. 5-19. http://www.itsallgoodwebdesign.com/html/database_marketing.html [accessed date: June16, 2005] Kahan.R, (2004), "The Marketing Database: Return on Investment", http://www.womenof.com/Articles/tt021297.asp [accessed date: June15, 2005]