The role of the Database in the direct marketing process

Marketing Tasks

1. Identify individuals

2. Understand their behaviour and current/potential value

3. Build relationships

4. Engineer demand

5. Refine communication processes from past results

Role of a Database

1. Collation and management

2. Analysis

3. Utilisation. Selections from database to target

4. Quantify opportunities

5. Evaluation of results

DATABASE MARKETING

DATABASE

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