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Consumers' demand for personalization is higher than ever before. You can leverage the benefits of database marketing to deliver personalized experiences and increase the reach of your small business.

Most database marketing programs are designed to accomplish one or more of only three basic business objectives: acquiring new customers, retaining existing customers, or cross-selling. Measuring ...

The information in a marketing database can be used to achieve significant business benefits by supporting and improving performance across the whole spectrum of sales and marketing techniques.

First came operational databases that ran order entry and fulfillment activities. From them evolved marketing databases, which have become central to overall business strategies. And from those ...

Discover how AI is transforming marketing databases in 2026. Learn the top use cases like lead enrichment and how to overcome ...

Cespedes, Frank V., and H. Jeff Smith. "Database Marketing: New Rules for Policy and Practice." MIT Sloan Management Review 34, no. 4 (summer 1993): 7–22.

Sales and marketing would be impossible without good database systems. As business tools go, database software is essential. There are some new products you should know about. By SIMON LLOYD. Every ...