Chapter 3: Using Databases. 2 V. Kumar and W. Reinartz – Customer Relationship Management Overview Topics discussed:  Types of databases  Categorization. – ppt download

3 V. Kumar and W. Reinartz – Customer Relationship Management Overview  Categorization  Based on their main business functions  Databases managing business operations  Databases supporting decision-making activities  Alternate categorization:  Information included in the databases  Nature of the underlying marketing activities  Database technology used

Source: Chapter 3: Using Databases. 2 V. Kumar and W. Reinartz – Customer Relationship Management Overview Topics discussed:  Types of databases  Categorization. – ppt download