Strategic Use of Database Marketing for Marketing Decicion-Making
The purpose of this paper is to examine the current uses of database marketing, intelligence building and marketing decision-making; as well as identifying the future uses of database marketing in marketing decision-making. The paper adopted a descriptive research approach in describing the current uses of database marketing and its associated uses in marketing decision-making. The research reported in this paper utilised secondary data - thus, the paper adopted a literature review method and synthesises of the literatures formed the basis of the argument presented herein. The study finds that there are two broad sources of database marketing-internal and external sources and companies utilise these sources in building customer and competitor database marketing.