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THE DEVELOPMENT AND EVOLUTION OF DATABASE MARKETING: A CONCEPTUAL APPROACH

Year 2008, Volume: 8 Issue: 30, 123 - 137, 10.06.2008
https://doi.org/10.14783/maruoneri.679669

Abstract

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.

References

  • [1] Kunoe, G. (1998). On the Ability of Ad Agencies to Assist in Developing One-to-one Communication. Europeatı Journal of Marketing, 32(11\12), 1124-1137.
  • [2] Cooke, S. (1994). Database Marketing: Strategy or Tactical Tool? Marketing Intelligence & Planning, 12(6), 4-7.
  • [3] Stone, B. (1997). Successful Direct Marketing Methods. Chicago: NTC/Contemporary Publishing Company.
  • [4] Brown, S. (1993). Postmodern Marketing? European Journal of Marketing, 27(4), 19-35.
  • [5] Schoenbachler, D.D.; Gordon, G.L.; Foley, D. & Spellman, L. (1997). Understanding Consumer Database Marketing. Journal of Consumer Marketing, 14(1), 5-19.
  • [6] Roberts, M.L. & Berger, P.D. (1989). Direct Marketing Management. New Jersey: Prentice-Hall, İne.
  • [7] Forcht, K.A. & Cochran, K. (1999). Using Data Mining and Data Warehousing Techniques. Industrial Management&Data Systems, 99(5), 189-196.
  • [8] DeTienne, K.B. & Thompson, J.A. (1996). Database Marketing and Organizational Learning Theory: Tovvard a Research Agenda. Journal of Consumer Marketing, 13(5), 12-34.
  • [9] Fletcher, K.; Wheeler, C. & Wright, J. (1994). Strategic implementation of Database Marketing: Problems and Pitfalls. Long Range Planning, 27(1), 133-141.
  • [10] O’Malley, L. & Tynan, C. (2000). Relationship in Consumer Markets: Rhetoric or reality? European Journal of Marketing, 34(7), 797-815.
  • [11] Duffy, D.L. (1998). Customer Loyalty Strategies. Journal of Consumer Marketing, 15(5), 435-448.
  • [12] Voss, G.B. & Voss, Z.G. (1997). implementing a relationship marketing Program: A Case Study and Manaeerial Implications. Journal of Services Marketing, 11(4), 278-298.
  • [13] Evans, M. (1998). From 1086 and 1984: Direct Marketing into the Millennium. Marketing Intelligence & Planning, 16(1), 56-67.
  • [14] Shepard, D. (1999). The Next Direct Marketing. New York: Mc-Graw Hill.
  • [15] Ravald, A. & Grönroos, C. (1996). The Value Concept and Relationship Marketing. European Journal of Marketing, 30(2), 15-30.
  • [16] (1997). Hi Ho Hi Ho Down the Data Mine We Go. Economist, August 23, 49-50.
  • [17] Blattberg, R.C. & Deighton, J. (1991). Interactive Marketing: Exploiting the Age of Addressability. Sloan Management Review, 33(1), 5-15.
  • [18] Nancarrovv, C. & Penn, S. (1998). Rapport in Telemarketing- Mirror, Mirror on the Cali? Marketing Intelligence Planning, 16(1), 12-21.
  • [19] O’Leary, C.; Rao, S. & Perry C. (2004). Improving Customer Relationship Management Through Database/Internet Marketing. European Journal of Marketing, 38(3/4), 338-354.
  • [20] Fairlie, R. (1993). Database Marketing and Direct Mail. London: Kogan Page Ltd.
  • [21] Glazer, R. (1991). Marketing in an Information-Intensive Environment: Strategic Implications of Knovvledge as an Asset. Journal of Marketing, 55(4), 1-19.
  • [22] Riesenberger, J.R. (1998). Executive Insights: Knowledge- The Source of Sustainable Competitive Advantage. Journal of International Marketing, 6(3), 94- 107.
  • [23] Talvinen, J.M. (1995). Information Systems in Marketing. European Journal of Marketing, 29(1), 8-26.
  • [24] Peattie, K. & Peters, L. (1997). The Marketing Mix in the third Age of Computing. Marketing Intelligence Planning, 15(3), 142-150.
  • [25] Porter, M.E & Millar, V.E. (1985). How Information Gives You Competitive Advantage. Harvard Business Review, 63(4), 149-160.
  • [26] Fletcher, K. & Peters, L. (1996). Issues in Customer Information Management. Journal of the Market Research Society, 38(2), 145-160.
  • [27] Glazer, R. (1997). Strategy and Structure in Information- Intensive Markets: The Relationship Between Marketing and IT. Journal of Market Focused Management, 2(1), 65- 81.
  • [28] Zineldin, M. (2000). Beyond Relationship Marketing: Technologicalship Marketing. Marketing Intelligence & Planning, 18(1), 9-23.
  • [29] Hutton, J.G. (1996). Integrated Marketing Communication and the Evolution of the Marketing Thought? Journal of Business Research, 37(3), 155-162.
  • [30] (1987). Direct Marketing Revolution. Focus, May, (2), 10- 13.
  • [31] Opperman, M. (1999). Database Marketing by Travel Agents. Journal of Travel Research, 37(3), 231 -238.
  • [32] Shaver, D. (1996). The Next Step in Database Marketing: Consumer Guided Marketing. Canada: John Wi!ey & Sons, Inc.
  • [33] Ruediger, A.; Grant-Thompson, S.; Harrington, W. & Singer, M. (1997). Current Research: What Leading Banks Are Learning About Big Databases and Marketing. Mckinsey Quarterly, (3), 187-192.
  • [34] Fishman, C. (1999). This Is a Marketing Revolution. Fast Company, 24(5), 204-213.
  • [35] Labe, R.P.Jr. (1994). Database Marketing Increases Prospecting Effectiveness at Merrill Lynch. Interfaces, 24(5), 1-12.
  • [36] Iyer, R.T. & Hill, J.S. (1996). International Direct Marketing Strategies: A US- European Comparison. European Journal of Marketing, 30(3), 65-83.
  • [37] Nash, E. (1994). Familiarity Breeds Sales; Using Database Marketing to Help Spur Loyalty from Customers. Sales and Marketing Management, 146(6), 33-34.
  • [38] Berry, J.& Verity J. (1994), A Potent New Tool for Selling: Database Marketing. Business Week, 3388, 56-62.
  • [39] Woodside, A.G. (1994). Modeling Linkage- Advertising: Going Beyond Better Media Comparisons. Journal of Advertising Research, 34(4), 22-31.
  • [40] Altınbaşak, I. & Alvarez, M.D. (2001). A Model of Database Marketing and Managers1 Perception of Intrusion of Privacy: An Emerging Country's Perspective. Proceedings of World Marketing Congress on Global Marketing Issues at the Turn of the Millennium. (10), Cardiff, United Kingdom: Academy of Marketing Science and Cardiff University.
  • [41] Grover, R. & Srinivasan, V. (1989). An approach for Tracking Within-Segment Shifts in Market Shares. Journal of Marketing Research, 26(2), 230-236.
  • [42] Kara, A. & Kaynak, E. (1997). Markets of a Single Customer: Exploiting Conceptual Developments in Market Segmentation. Single European Journal of Marketing, 31(11/12), 873-895.
  • [43] Knudsen, P. (1996). Marketing in the Modern Private Company. New Library World, 97(1129), 12-16.
  • [44] Hughes, A.M.& Gilyeat I.R (2007). Database Marketing Drives New Corporate Strategy: How a Majör Direct Marketer Changed from Inbound to Outbound Selling in Two Years. Database Marketing Institute. (http://www.dbmarketing.com/articles/Artl78.htm). [13/11/2007].
  • [45] Peppers, D.; Rogers, M. & Dorf, B. (1999). Is Your Company Ready for One-to-one. Harvard Business Review, 77(1), 151-160.
  • [46] Feinberg, R.A. & Eastlick, M.A. (1997). Direct Marketing in the USA: Past Failures and Future Promises. International Journal of Retail Distribution Management, 25(8), 256-262.
  • [47] Chandler, S. (1994), “Strategies for the New Mail Order”, Business Week, 3404, 34-37.
  • [48] Kamakura, W.A., Wedel, M., de Rosa, F.& Mazzon, J.A. (2003), International Journal of Research in Marketing, 20(1), 45-65.
  • [49] Leventhal, B. (1997). An Approach to Fusing Market Research with Database Marketing. Journal of the Market Research Society, 39(4), 545-558.
  • [50] Slater, S.F. & Narver, J.C. (1995). Market Orientation and the Learning Organization. Journal of Marketing, 59(3), 63-74.
  • [51] Kahan, R. (1998). Using Database Marketing Techniques to Enhance Your One-to-one Marketing Initiatives. Journal of Consumer Marketing, 15(5), 491-493.
  • [52] Pitta, D.A. (1998). Marketing One-to-one and Its Dependence on Knowledge Discovery in Databases. Journal of Consumer Marketing, 15(5), 468-480.
  • [53] Marshall, K.P. (1999). Has Technology Introduced New Ethical problems? Journal of Business Ethics, 19(1), 81- 90.
  • [54] Nettleton, E.& Obhi, H. (2004). Journal of Database Marketing and Customer Strategy Management, 11(3), 268-273.
  • [55] Bloom, P.N.; Milne, G.R. & Adler, R. (1994). Avoiding Misuse and New Information Technologies: Legal and Societal Considerations. Journal of Marketing, 58(1), 98- 110.
  • [56] Lally, L. (1996). Privacy Versus Accessibility: The Impact of Situationally Conditioned Belief. Journal of business Ethics, 15(11), 1221-1226.
  • [57] Pincus, L.B. & Johns, R. (1997). Private Parts: A global Analysis of Privacy protection Schemes and a Proposed Innovation for their Comparative Evaluation. Journal of Business Ethics, 16(12/13), 1237-1260.
  • [58] Cordeiro, W.P. (1997). Suggested Management Responses to Ethical Issues Raised by Technological Change. Journal of Business Ethics, 16(12/13), 1393-1400.
  • [59] Fieser, J. (1996). Do Business Have Moral Obligations Beyond What the Law Requires? Journal of Business Ethics, 15(4), 457-468.
  • [60] Kavali, S.G.; Tzokas, N.X. & Saren, M.J. (1999). Relationship Marketing as An Ethical Approach: Philosophical and Managerial Considerations. Management Decision, 37(7), 573-581.
  • [61] Takala, Tuorno & Ulusitalo, O. (1996). An Altemative View of Relationship Marketing: A Freamework for Ethical Analysis. European Journal of Marketing, 30(2), 45-64.
  • [62] Thomas, R.E. & Maurer, V.G. (1997). Database Marketing Practice: Protecting Consumer Privacy. Journal of Public Policy and Marketing, 16(1), 147-155.
  • [63] Zwick, D.& Dholakia, N. (2004). Journal of Macromarketing, 24(1), 31-43.
  • [64] Milne, G.R. (1997). Consumer Participation in Mailing Lists: A Field Experiment. Journal of Public Policy and Marketing, 16(2), 289-309.
Year 2008, Volume: 8 Issue: 30, 123 - 137, 10.06.2008
https://doi.org/10.14783/maruoneri.679669

Abstract

References

  • [1] Kunoe, G. (1998). On the Ability of Ad Agencies to Assist in Developing One-to-one Communication. Europeatı Journal of Marketing, 32(11\12), 1124-1137.
  • [2] Cooke, S. (1994). Database Marketing: Strategy or Tactical Tool? Marketing Intelligence & Planning, 12(6), 4-7.
  • [3] Stone, B. (1997). Successful Direct Marketing Methods. Chicago: NTC/Contemporary Publishing Company.
  • [4] Brown, S. (1993). Postmodern Marketing? European Journal of Marketing, 27(4), 19-35.
  • [5] Schoenbachler, D.D.; Gordon, G.L.; Foley, D. & Spellman, L. (1997). Understanding Consumer Database Marketing. Journal of Consumer Marketing, 14(1), 5-19.
  • [6] Roberts, M.L. & Berger, P.D. (1989). Direct Marketing Management. New Jersey: Prentice-Hall, İne.
  • [7] Forcht, K.A. & Cochran, K. (1999). Using Data Mining and Data Warehousing Techniques. Industrial Management&Data Systems, 99(5), 189-196.
  • [8] DeTienne, K.B. & Thompson, J.A. (1996). Database Marketing and Organizational Learning Theory: Tovvard a Research Agenda. Journal of Consumer Marketing, 13(5), 12-34.
  • [9] Fletcher, K.; Wheeler, C. & Wright, J. (1994). Strategic implementation of Database Marketing: Problems and Pitfalls. Long Range Planning, 27(1), 133-141.
  • [10] O’Malley, L. & Tynan, C. (2000). Relationship in Consumer Markets: Rhetoric or reality? European Journal of Marketing, 34(7), 797-815.
  • [11] Duffy, D.L. (1998). Customer Loyalty Strategies. Journal of Consumer Marketing, 15(5), 435-448.
  • [12] Voss, G.B. & Voss, Z.G. (1997). implementing a relationship marketing Program: A Case Study and Manaeerial Implications. Journal of Services Marketing, 11(4), 278-298.
  • [13] Evans, M. (1998). From 1086 and 1984: Direct Marketing into the Millennium. Marketing Intelligence & Planning, 16(1), 56-67.
  • [14] Shepard, D. (1999). The Next Direct Marketing. New York: Mc-Graw Hill.
  • [15] Ravald, A. & Grönroos, C. (1996). The Value Concept and Relationship Marketing. European Journal of Marketing, 30(2), 15-30.
  • [16] (1997). Hi Ho Hi Ho Down the Data Mine We Go. Economist, August 23, 49-50.
  • [17] Blattberg, R.C. & Deighton, J. (1991). Interactive Marketing: Exploiting the Age of Addressability. Sloan Management Review, 33(1), 5-15.
  • [18] Nancarrovv, C. & Penn, S. (1998). Rapport in Telemarketing- Mirror, Mirror on the Cali? Marketing Intelligence Planning, 16(1), 12-21.
  • [19] O’Leary, C.; Rao, S. & Perry C. (2004). Improving Customer Relationship Management Through Database/Internet Marketing. European Journal of Marketing, 38(3/4), 338-354.
  • [20] Fairlie, R. (1993). Database Marketing and Direct Mail. London: Kogan Page Ltd.
  • [21] Glazer, R. (1991). Marketing in an Information-Intensive Environment: Strategic Implications of Knovvledge as an Asset. Journal of Marketing, 55(4), 1-19.
  • [22] Riesenberger, J.R. (1998). Executive Insights: Knowledge- The Source of Sustainable Competitive Advantage. Journal of International Marketing, 6(3), 94- 107.
  • [23] Talvinen, J.M. (1995). Information Systems in Marketing. European Journal of Marketing, 29(1), 8-26.
  • [24] Peattie, K. & Peters, L. (1997). The Marketing Mix in the third Age of Computing. Marketing Intelligence Planning, 15(3), 142-150.
  • [25] Porter, M.E & Millar, V.E. (1985). How Information Gives You Competitive Advantage. Harvard Business Review, 63(4), 149-160.
  • [26] Fletcher, K. & Peters, L. (1996). Issues in Customer Information Management. Journal of the Market Research Society, 38(2), 145-160.
  • [27] Glazer, R. (1997). Strategy and Structure in Information- Intensive Markets: The Relationship Between Marketing and IT. Journal of Market Focused Management, 2(1), 65- 81.
  • [28] Zineldin, M. (2000). Beyond Relationship Marketing: Technologicalship Marketing. Marketing Intelligence & Planning, 18(1), 9-23.
  • [29] Hutton, J.G. (1996). Integrated Marketing Communication and the Evolution of the Marketing Thought? Journal of Business Research, 37(3), 155-162.
  • [30] (1987). Direct Marketing Revolution. Focus, May, (2), 10- 13.
  • [31] Opperman, M. (1999). Database Marketing by Travel Agents. Journal of Travel Research, 37(3), 231 -238.
  • [32] Shaver, D. (1996). The Next Step in Database Marketing: Consumer Guided Marketing. Canada: John Wi!ey & Sons, Inc.
  • [33] Ruediger, A.; Grant-Thompson, S.; Harrington, W. & Singer, M. (1997). Current Research: What Leading Banks Are Learning About Big Databases and Marketing. Mckinsey Quarterly, (3), 187-192.
  • [34] Fishman, C. (1999). This Is a Marketing Revolution. Fast Company, 24(5), 204-213.
  • [35] Labe, R.P.Jr. (1994). Database Marketing Increases Prospecting Effectiveness at Merrill Lynch. Interfaces, 24(5), 1-12.
  • [36] Iyer, R.T. & Hill, J.S. (1996). International Direct Marketing Strategies: A US- European Comparison. European Journal of Marketing, 30(3), 65-83.
  • [37] Nash, E. (1994). Familiarity Breeds Sales; Using Database Marketing to Help Spur Loyalty from Customers. Sales and Marketing Management, 146(6), 33-34.
  • [38] Berry, J.& Verity J. (1994), A Potent New Tool for Selling: Database Marketing. Business Week, 3388, 56-62.
  • [39] Woodside, A.G. (1994). Modeling Linkage- Advertising: Going Beyond Better Media Comparisons. Journal of Advertising Research, 34(4), 22-31.
  • [40] Altınbaşak, I. & Alvarez, M.D. (2001). A Model of Database Marketing and Managers1 Perception of Intrusion of Privacy: An Emerging Country's Perspective. Proceedings of World Marketing Congress on Global Marketing Issues at the Turn of the Millennium. (10), Cardiff, United Kingdom: Academy of Marketing Science and Cardiff University.
  • [41] Grover, R. & Srinivasan, V. (1989). An approach for Tracking Within-Segment Shifts in Market Shares. Journal of Marketing Research, 26(2), 230-236.
  • [42] Kara, A. & Kaynak, E. (1997). Markets of a Single Customer: Exploiting Conceptual Developments in Market Segmentation. Single European Journal of Marketing, 31(11/12), 873-895.
  • [43] Knudsen, P. (1996). Marketing in the Modern Private Company. New Library World, 97(1129), 12-16.
  • [44] Hughes, A.M.& Gilyeat I.R (2007). Database Marketing Drives New Corporate Strategy: How a Majör Direct Marketer Changed from Inbound to Outbound Selling in Two Years. Database Marketing Institute. (http://www.dbmarketing.com/articles/Artl78.htm). [13/11/2007].
  • [45] Peppers, D.; Rogers, M. & Dorf, B. (1999). Is Your Company Ready for One-to-one. Harvard Business Review, 77(1), 151-160.
  • [46] Feinberg, R.A. & Eastlick, M.A. (1997). Direct Marketing in the USA: Past Failures and Future Promises. International Journal of Retail Distribution Management, 25(8), 256-262.
  • [47] Chandler, S. (1994), “Strategies for the New Mail Order”, Business Week, 3404, 34-37.
  • [48] Kamakura, W.A., Wedel, M., de Rosa, F.& Mazzon, J.A. (2003), International Journal of Research in Marketing, 20(1), 45-65.
  • [49] Leventhal, B. (1997). An Approach to Fusing Market Research with Database Marketing. Journal of the Market Research Society, 39(4), 545-558.
  • [50] Slater, S.F. & Narver, J.C. (1995). Market Orientation and the Learning Organization. Journal of Marketing, 59(3), 63-74.
  • [51] Kahan, R. (1998). Using Database Marketing Techniques to Enhance Your One-to-one Marketing Initiatives. Journal of Consumer Marketing, 15(5), 491-493.
  • [52] Pitta, D.A. (1998). Marketing One-to-one and Its Dependence on Knowledge Discovery in Databases. Journal of Consumer Marketing, 15(5), 468-480.
  • [53] Marshall, K.P. (1999). Has Technology Introduced New Ethical problems? Journal of Business Ethics, 19(1), 81- 90.
  • [54] Nettleton, E.& Obhi, H. (2004). Journal of Database Marketing and Customer Strategy Management, 11(3), 268-273.
  • [55] Bloom, P.N.; Milne, G.R. & Adler, R. (1994). Avoiding Misuse and New Information Technologies: Legal and Societal Considerations. Journal of Marketing, 58(1), 98- 110.
  • [56] Lally, L. (1996). Privacy Versus Accessibility: The Impact of Situationally Conditioned Belief. Journal of business Ethics, 15(11), 1221-1226.
  • [57] Pincus, L.B. & Johns, R. (1997). Private Parts: A global Analysis of Privacy protection Schemes and a Proposed Innovation for their Comparative Evaluation. Journal of Business Ethics, 16(12/13), 1237-1260.
  • [58] Cordeiro, W.P. (1997). Suggested Management Responses to Ethical Issues Raised by Technological Change. Journal of Business Ethics, 16(12/13), 1393-1400.
  • [59] Fieser, J. (1996). Do Business Have Moral Obligations Beyond What the Law Requires? Journal of Business Ethics, 15(4), 457-468.
  • [60] Kavali, S.G.; Tzokas, N.X. & Saren, M.J. (1999). Relationship Marketing as An Ethical Approach: Philosophical and Managerial Considerations. Management Decision, 37(7), 573-581.
  • [61] Takala, Tuorno & Ulusitalo, O. (1996). An Altemative View of Relationship Marketing: A Freamework for Ethical Analysis. European Journal of Marketing, 30(2), 45-64.
  • [62] Thomas, R.E. & Maurer, V.G. (1997). Database Marketing Practice: Protecting Consumer Privacy. Journal of Public Policy and Marketing, 16(1), 147-155.
  • [63] Zwick, D.& Dholakia, N. (2004). Journal of Macromarketing, 24(1), 31-43.
  • [64] Milne, G.R. (1997). Consumer Participation in Mailing Lists: A Field Experiment. Journal of Public Policy and Marketing, 16(2), 289-309.
There are 64 citations in total.

Details

Primary Language English
Journal Section Eski Sayılar
Authors

İpek Altınbaşak

Publication Date June 10, 2008
Published in Issue Year 2008 Volume: 8 Issue: 30

Cite

APA Altınbaşak, İ. (2008). THE DEVELOPMENT AND EVOLUTION OF DATABASE MARKETING: A CONCEPTUAL APPROACH. Öneri Dergisi, 8(30), 123-137. https://doi.org/10.14783/maruoneri.679669

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Marmara UniversityInstitute of Social Sciences

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