ฐานข้อมูลการตลาดกับการใช้ประโยชน์ทางการสื่อสารและการตลาด

Abstract

Relationship marketing and communication has been widely discussed among practitioners worldwide. Many studies have been conducted to increase the understanding of this strategy concept. In Thailand, academics and practitioners alike have taken a very keen interest in this topic while numerous articles and books, academic and business related continue to explain the principle terms and successful case studies. However, there are rarely any studies on the relationship marketing and communication. or marketing database.

Thanks to rapid technological innovation, at present, marketers and communicators can easily utilize information technology (IT) to get closer to customer insight for further brinkmanship. The intelligent use of a marketing database helps marketers and communicators to identify targeted customer’s behavior and their purchasing style in order to implement effective marketing research, and create a marketing communication plan as well as customer relationship management (CRM). There is an urgent need to revisit and reconsider the value of marketing database. This article tries to illustrate and stimulate the awareness of how important a marketing database is, including the requirement of practitioners of database management.