... filing system which holds a shared collection of data and data relationships used to meet the information needs of an organisation. With the aim of eliciting a desired measurable response in target groups and individuals, database marketing uses database technology and sophisticated analytical techniques combined with direct marketing methods (Kotler, 1994). The database can be used for the likes of developing names and addresses for the purpose of direct mail campaigns, building customer profiles, monitoring demographics, building customer relations, identifying niche markets and aiding market research for example. Online Analytical Processing (OLAP) is another area that uses the database as a marketing tool. OLAP is a category of database software providing an interface such that users can transform or limit raw data according to functions pre-defined or defined by users as well as quickly and interactively examine the results (Foldoc, 2000). It looks at possible future developments such as patterns ...

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