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Essay / Research Paper Abstract
A 10 page research paper examining how databases are having a revolutionary effect on how products and services are advertised. The writer explores their positive uses as well as problems that are being encountered. Bibliography lists 5 sources.
Page Count:
10 pages (~225 words per page)
File: D0_Dbsmktng.rtf
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Unformatted sample text from the term paper:
likely to buy. These databases also allow companies to tailor their message to the specific needs of that customer. The electronic age has brought the American public full circle to
once again being able to expect personalized service. What is an on-line database? An on-line database can be defined as a collection of useful information maintained in a computers memory
and organized for convenient search-access for the benefit of users in different locations. (Cone, 1991) The users of the system access the information base through remote terminals which are usually
connected by modem through telephone lines. In today marketplace where stores have to compete with other centers, the impact of the Internet, and marketing budgets are shrinking, ??smart marketing
is crucial. More and more managers are turning to database marketing to target their most profitable markets. Having such databases available can also help large businesses keep their client businesses
happy. Roger Brazil is marketing director of North County Fair Mall in Escondido, California. When major retailer Eddie Bauer contacted Brazil concerning a planned promotion, Brazils database allowed him to
supply a complete list of Bauers best customers in the area for upcoming mailing. (Sheridan, 1997; p. 57) According to Brazil, database marketing allows merchants to tailor their advertising message
to a specific target audience. He said, ??If retailers have a limited budget, they can now target a specific mailing to their best customers rather then sending a mailing to
just one zip code in one area. (Sheridan, 1997; p. 57) Database marketing by allowing companies to tailor specific programs to meet the needs of individual customers frees these companies
from having to treat all of its customers alike and allows to them to treat their clientele as individuals. (Caudron, 1996) However, to accomplish this goal involves considerably more then
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