THE DEVELOPMENT AND EVOLUTION OF DATABASE MARKETING: A CONCEPTUAL APPROACH

İpek Altınbaşak

doi:10.14783/maruoneri.679669

THE DEVELOPMENT AND EVOLUTION OF DATABASE MARKETING: A CONCEPTUAL APPROACH

Öz

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

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

-

Bölüm

Derleme

Yazarlar

İpek Altınbaşak ^*
Türkiye

Yayımlanma Tarihi

10 Haziran 2008

Gönderilme Tarihi

15 Ocak 2008

Kabul Tarihi

15 Nisan 2008

Yayımlandığı Sayı

Yıl 2008 Cilt: 8 Sayı: 30

DOI

https://doi.org/10.14783/maruoneri.679669

IZ

https://izlik.org/JA84RB24EF

Kaynak Göster

RIS / Bibtex

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

AMA

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

Chicago

Altınbaşak, İpek. 2008. “THE DEVELOPMENT AND EVOLUTION OF DATABASE MARKETING: A CONCEPTUAL APPROACH”. Öneri Dergisi 8 (30): 123-37. https://doi.org/10.14783/maruoneri.679669.

EndNote

Altınbaşak İ (01 Haziran 2008) THE DEVELOPMENT AND EVOLUTION OF DATABASE MARKETING: A CONCEPTUAL APPROACH. Öneri Dergisi 8 30 123–137.

IEEE

[1]İ. Altınbaşak, “THE DEVELOPMENT AND EVOLUTION OF DATABASE MARKETING: A CONCEPTUAL APPROACH”, Öneri Dergisi, c. 8, sy 30, ss. 123–137, Haz. 2008, doi: 10.14783/maruoneri.679669.

ISNAD

Altınbaşak, İpek. “THE DEVELOPMENT AND EVOLUTION OF DATABASE MARKETING: A CONCEPTUAL APPROACH”. Öneri Dergisi 8/30 (01 Haziran 2008): 123-137. https://doi.org/10.14783/maruoneri.679669.

JAMA

1.Altınbaşak İ. THE DEVELOPMENT AND EVOLUTION OF DATABASE MARKETING: A CONCEPTUAL APPROACH. Öneri Dergisi. 2008;8:123–137.

MLA

Altınbaşak, İpek. “THE DEVELOPMENT AND EVOLUTION OF DATABASE MARKETING: A CONCEPTUAL APPROACH”. Öneri Dergisi, c. 8, sy 30, Haziran 2008, ss. 123-37, doi:10.14783/maruoneri.679669.

Vancouver

1.İpek Altınbaşak. THE DEVELOPMENT AND EVOLUTION OF DATABASE MARKETING: A CONCEPTUAL APPROACH. Öneri Dergisi. 01 Haziran 2008;8(30):123-37. doi:10.14783/maruoneri.679669