Strategic implementation of database marketing: problems and pitfalls

Database Marketing is a new approach using customer database to communicate directly with customers and monitor the building of customer relationships and sales. In many industries the implementation of database marketing systems has become a priority but success is not guaranteed and this paper discusses a number of problems and constraints based on research findings. These can be classified as insufficient marketing and information orientation, the difficulties of investment justification, organizational barriers, supply infrastructure inadequacies and legal constraints.