SIGNIFICANCE OF DATABASE MARKETING IN THE PROCESS OF TARGET SEGMENTS IDENTIFICATION AND SERVICE
Journal Title: Problems of Management in the 21st Century - Year 2013, Vol 6, Issue 4
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 identifes the following elements pertaining to the discussed issue: essence and parts of the database marketing, signifcance 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 identifcation of a recipient type is of signifcance, 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 specifc 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 signifcant project of impact on the effciency of marketing and the process of target market service, both for small and large enterprises.
Authors and Affiliations
Joanna Łodziana-Grabowska
Keywords
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