A marketing database must be able to perform all of the mission-critical analytical tasks required for data-driven marketing. Many people think they have a marketing database when, in reality, what ...

Marketing intelligence includes the procedures and data sources used to obtain information from the business environment for decision making. This information can be external or internal. This data ...

Database marketing outsourcing is a strategic transaction for retailers. This type of outsourcing can facilitate the integration of diverse marketing channels e.g., web, social media, catalog and ...