THE ADVANTAGES OF DATABASE MARKETING FOR THE BUSINESSES: A STUDY ON SME’S THAT USE DATABASES
Journal Title: The Journal of International Social Research - Year 2016, Vol 9, Issue 42
Abstract
The database marketing is the key for businesses forming healthy and sustained relationships with customers. Businesses can develop products and marketing methods exclusive for their customers by using databases. The purpose of this study is to determine the advantages that database marketing provides for the businesses. In accordance with this purpose, the terms such as database, database marketing and the advantages of database marketing are explained. Also a survey was carried out on businesses that used databases. The survey was conducted in different cities of Turkey involving 300 SME’s. The data gathered as means of this survey were evaluated using frequency-percentage analysis, and as for the unrelated measurements of comparison between these businesses and the opinions of the participants on this topic were analyzed using “Analysis of Variance (ANOVA)”. According to the results of the study, the SME’s place great importance of database marketing with regards to customer relations and they see it as an important factor of their marketing efforts. In addition, businesses that have used database marketing for a long time think that they have better and more sustained relationships with their customers as opposed to others.
Authors and Affiliations
Ahmet UYAR
Keywords
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- EP ID EP250530
- DOI 10.17719/jisr.20164216277
- Views 155
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