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THE USE OF DATABASES IN MARKETING

10.15660/AUOFMTE.2017-2.3286

Ana-Andreea MIHARTESCU, Mircea-Liviu NEGRUT, Crisanta-Alina MAZILESCU

andreea.mihartescu@upt.ro, mircea.negrut@upt.ro, alina.mazilescu@upt.ro

The objective of this paper is to identify a management solution for information in small and medium enterprises. At present, databases are the foundation of marketing activities that take place within a company. Contacting customers, as well as undertaking any marketing activity through databases, has become a habit for performing companies. Marketing activities that are looking to be effective require a growing amount of information that can no longer be managed within traditional marketing information systems, requiring automation of marketing systems. In the first part of the paper are presented the theoretical concepts regarding the databases used in the marketing activity, the second part of the paper presents an example of a database used in marketing activity, aimed at small and medium-sized enterprises. The last part of the paper are presented the advantages of using the databases in the marketing activity.

databases, customers, small and medium-sized enterprises, marketing

ISSN 1583-0691, CNCSIS "Clasa B+"