You own an Internet company that sells gift baskets. A customer can pick out what he or she wants in the basket to make it a more personalized gift. You have demographic information about the buyer that you have stored in your database. You also have the addresses of the basket recipients, when the basket was sent, and if it was sent for a special occasion stored in the database. How can you use this database?
Kotler, P. (2003). Marketing Management, 11/E. Prentice Hall. Chapters 1-3, Pages 1-88.
You can use this database to more effectively tailor your website to suit the needs of your customers. For example, if you know about their purchasing habits, then you can send out targeted emails to the customer to increase the likelihood of a repeat purchase. Also, you can provide this data to potential advertisers to convince them to advertise on your website.
I have also found some additional info for you regarding database marketing for your reference:
Although organizations of any size can employ database marketing, it is particularly well-suited to ...