THE DEVELOPMENT AND EVOLUTION OF DATABASE MARKETING: A CONCEPTUAL APPROACH

The competition for reaching and satisfying customers is becoming fiercer everyday. Companies are now aware that to be successful they have to obtain Information about their customers in order to build strong and long lasting relationships with them. Therefore, the understanding of database marketing, which is the gathering, saving and using the valuable customer data to the mutual benefit of the company and the customers, is becoming crucial. The article aims at defining the database marketing concept and reviewing its historical development. While discussing the phases and the driving forces leading to the development of database marketing, examples from the United States of America where database marketing is widely used are provided. Furthermore, the applications of database marketing in Turkey are investigated with a sector focus. The benefits of database marketing for involved parties are discussed in detail. Lastly, the ethical aspects related to database marketing are touched upon briefly.

Anahtar Kelimeler:

Direct Marketing, Relationship Marketing, Customer Loyalty, Market Segmentation, Database Marketing

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