University of East Sarajevo, Faculty of Business Economics Bijeljina, Republic of Srpska
Bosnia and Herzegovina

University of East Sarajevo, Faculty of Electrical Engineering, East Sarajevo, Republic of Srpska
Bosnia and Herzegovina


Companies owning consumer databases provide successful performance on the market whose effects are measured by achievements of objectives of sales and profit. Collection and use of consumer data enable better determination of the target markets and understanding of consumer behavior. Field of computerized segmentation and defining target markets is extremely sophisticated and essential for Direct Marketing so that those who apply it consider it as a new marketing, namely Database Marketing. The modern definition of Database Marketing indicates that it is a form of Direct Marketing using databases of both current and potential customers applying new and advanced approaches. In other words, today's technology advancements enable efficient use of the database to collect, consolidate, analyze, understand and manage customer data in order to deliver relevant and personalized marketing messages to the right place at the right time. The Internet is a great medium for the further development of Database Marketing that through the creation of an electronic database facilitates the monitoring of companies’ promotional effects. Therefore, this paper analyzes the influence of novel Information and Communication Technologies (ICTs) to the development of Database Marketing as well as Database Marketingsignificance and influence to business success.


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