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عمومی::
بازاریابی پایگاه داده
A decade ago, in the golden age of relational databases, Arthur Hughes from Mary- land University put forward the concept of "database marketing [40]" as a branch of direct marketing.
Database marketing provides an enterprise with a continual col- lection of data for analyses related to customer satisfaction in order to deliver to the customer higher value; this was to cultivate customer loyalty, and thus to establish and retain "customer resources."
However, "data marketing" is not equivalent to "database marketing."
Unlike the highly accurate data of database marketing as based on a relational database system, data marketing can only integrate heterogeneous and complex data: it is a marketing method based on mining massive data, which includes database marketing.
Marketing systems that use data to determine customer buying habits can be roughly divided into three categories too: traditional marketing, database marketing, and data marketing.
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