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Article Information:
Strategic use of Database Marketing for Marketing Decicion-Making
N. Gladson Nwokah and Juliet Gladson-Nwokah
Corresponding Author: N. Gladson Nwokah
Submitted: June 13, 2011
Accepted: August 08, 2011
Published: June 30, 2012 |
Abstract:
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The purpose of this study is to examine the current uses of database marketing, intelligence building
and marketing decision-making; as well as identifying the future uses of database marketing in marketing
decision-making. The paper adopted a descriptive research approach in describing the current uses of database
marketing and its associated uses in marketing decision-making. The research reported in this paper utilised
secondary data - thus, the paper adopted a literature review method and synthesises of the literatures formed
the basis of the argument presented herein. The study finds that there are two broad sources of database
marketing-internal and external sources and companies utilise these sources in building customer and
competitor database marketing. Companies are currently using data from the database marketing to make
decisions that in turn yields return on investment. There are two implications offered by this study, one for
academics and the other for managers. For academics, this paper adds to the body of literatures in this topical
area. Further researches are required to empirically test across national and international boundaries, the use
of database marketing for marketing decision-making using the prepositions proposed in this paper. Study
research instrument developed in this paper in a five point likert scale and attached herein, requires further
researchers to test the instrument for content and construct validities, as well as testing for reliability using
Cronbach alpha coefficient with a minimum threshold of 0.7. For managers, this paper has predicted future uses
of database marketing, which will no doubt refine managers’ thinking towards future uses of database
marketing for marketing decision-making. Database marketing discussed in this study requires that for effective
decision-making, organisations have to grow and nurture customers and competitors’ data, build marketing
intelligence and consistently monitor these data for return on investment. The paper notes that the future of
database marketing will become more exciting, as companies cultivate and develop special units saddled with
the responsibilities of keeping and maintaining database marketing.
Key words: Competitors, customers, database, decision-making, intelligence, marketing,
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Cite this Reference:
N. Gladson Nwokah and Juliet Gladson-Nwokah, . Strategic use of Database Marketing for Marketing Decicion-Making. Research Journal of Information Technology , (2): 27-37.
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ISSN (Online): 2041-3114
ISSN (Print): 2041-3106 |
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