This working paper surveys the current state of database marketing. Database marketing, usually associated with customer relationship marketing (CRM), is concerned with the application of information systems to direct marketing. The current state of database marketing varies widely across industries and even between companies within the same industry. Proponents of database marketing speak ofte...

Marketing departments handles with a great volume of data which are normally task or marketing activity dependent. This requires the use of certain, and perhaps unique, specific knowledge background and framework approach. Database marketing provides in depth analysis of marketing databases. Knowledge discovery in database techniques is one of the most prominent approaches to support some of th...

Marketing departments handles with a great volume of data which are normally task or marketing activity dependent. This requires the use of certain, and perhaps unique, specific knowledge background and framework. This article aims to introduce an almost unexplored research at marketing field: the ontological approach to the Database Marketing process. We propose a framework supported by ontolo...

Marketing departments handles with a great volume of data which are normally task or marketing activity dependent. This requires the use of certain, and perhaps unique, specific knowledge background and framework. This article aims to introduce an almost unexplored research at marketing field: the ontological approach to the Database Marketing process. We propose a generic framework supported b...

The advent of web based electronic commerce has created numerous opportunities for marketing professionals to enhance current marketing practices by integrating the interactive nature of the web with database marketing. The challenge for IT professionals is to align IT with web site strategy in order to utilise the potential of the database marketing to enhance interaction and personalised comm...