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Five ways that the marketing manager

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Assume that a marketing manager of a small company is in the process of implementing the use of a database to assist his or her company in its marketing efforts. Considering the information found in Chapter 5, 6, 7 & 8 of the textbook "Marketing Management (14 edition)", Philip Kotler and Kevin Lane Keller, published by Pearson Education, US in 2012 , list and describe five ways that the marketing manager might be able to use the database for marketing efforts. Provide examples.

Please note that (1) all references including in-text citation should be cited according to APA guidelines; and (2) one of the reference sources should be the book "Marketing Management (14 edition)", Philip Kotler and Kevin Lane Keller, published by Pearson Education, US in 2012.

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Solution Summary

The five ways that the marketing manager might be able to use the database for marketing efforts are examined.

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Marketing Manager and Database Marketing Efforts:

Database marketing, an act where customer databases are employed with an aim of enhancing the productivity of marketing can be attained through effective acquisition, customer retention and customer development. As a result of the rapidly dynamic marketing world, marketing enhances customer value. The emergence of database marketing goes hand in hand with the competitive business world with a ROI-oriented business environment (Robert, 2000).

Designing an Application with an In House Support Capability:

There are various ways in which a marketing manager may be able to use the database for marketing efforts such as designing an application with an in house support capability, A Traditional bureau, and an application service provider. Designing an application with an in house supported application provides room for support of a database marketing system especially if it was ...

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