A database is a collection of related files that are usually integrated, linked or cross-referenced to one another.

The advantage of a database is that data and records contained in different files can be easily organized and retrieved using specialized database management software called a database management system (DBMS) or database manager. A database management system is a set of software programs that allows users to create, edit and update data in database files, and store and retrieve data from those database files. Data in a database can be added, deleted, changed, sorted or searched all using a DBMS. There are four structural types of database management systems: hierarchical, network, relational, and object-oriented. Hierarchical Databases: Hierarchical Databases (DBMS), commonly used on mainframe computers, have been around for a long time. It is one of the oldest methods of organizing and storing data, and it is still used by some organizations for making travel reservations.

network database looks more like a cobweb or interconnected network of records. In network databases, children are called members and parents are called owners.The most important difference is that each child or member can have more than one parent (or owner). Relational databases: Data in relational databases is stored in different tables, each having a key field that uniquely identifies each row.

Relational databases are more flexible than either the hierarchical or network database structures. In relational databases, tables or files filled with data are called relations, tuples designates a row or record, and columns are referred to as attributes or fields. Object-oriented database: An object-oriented database can be used to store data from a variety of media sources, such as photographs and text, and produce work, as output, in a multimedia format. Functions of DBMS: Databases are used in all kinds of businesses for all types of functions: in sales to compile information about clients and potential clients and to keep track of client correspondence; in accounting to keep track of accounts payable and receivable; in purchasing to choose suppliers and their goods and to place orders; in manufacturing to keep track of supplies of component or raw materials; in shipping and receiving to keep track of orders and shipments; in marketing to. track records of advertisers and prospective advertising outlets; and in human resource management to maintain records of employees and match resumes of applicants to job openings. The same DBMS may be used to manage all such tasks in the same organization. Today, databases play an important role in the successful development of your business. A wellstructured information about your products, pricing,

A hierarchical database is organized in pyramid fashion, like the branches of a tree extending downwards. Network databases: Network databases are similar to hierarchical databases by also having a hierarchical structure.

There are a few key differences, however. Instead of looking like an upside-down tree, a

Product Information You can use your e-business database to hold and update information on your products. and that's not a complete list of benefits of well-designed database. By recording information on customers’ product searches. Improved data sharing. product mix or stock levels. Improved decision making. Disadvantages of DBMS: 1. For business customers. You also can include details of the supplier for each product that you stock. 3. 4. the database returns the price or discount you have set for that company. They enable you to store. Improved data access. data protection legislation applies to personal information that organizations hold on a database. so ensure you comply if you sell in export markets. 4. information requests and purchases. your sales and your customers so you can quickly and easily respond to changing market conditions. By analyzing trends in sales of different products in your portfolio. suppliers and logistics partners access to certain areas of your database. add any personal information that would be relevant to their buying potential. When a customer selects a product and requests a price. patients. such as age range. Frequent upgrade/replacement cycles. including their full names and contact details. You can also use the database to customize prices for your larger business customers. You can also share information in the database with suppliers and logistics partners to improve the efficiency of your e-business operations. income. 2. Minimized data inconsistency. employees. you can also build a detailed picture of individual customers’ product preferences. promotional offers and availability. 2. Management complexity. purchasing history and future buying potential. Transactions The basic customer information is important for administration of your e-business. Campaign Management You can assess the effectiveness of your marketing campaigns and product offers by analyzing the transaction information in your database and producing reports. Database Management System for e-Business: Databases are integral to the success of an e-business. Increased costs. rather than changing and publishing individual website pages. Improved data security. you could create promotional campaigns targeted at all female customers in your database who play golf and prefer a specific brand. include the type and size of business and their industry sector. If your website sells sportswear. you can give customers. 3. you can make changes to prices. product reference numbers. By updating the information in the database. References  Journal of Database Marketing & Customer Strategy Management: Personalization and CRM  All Things CRM: Meet Your E-Business Needs with Database Application Development  Microsoft: Database Design Basics . Customer Information The database should hold information on your customers. It is very important to keep current information about your activity in the one place. Self-Service With the right level of security in place. Increased end-user productivity. 5. For consumers. In certain countries. demographic details and interests. 7. for example.customers. All the information can be quickly changed. Personalization The detailed customer profiles enable you to make personalized offers to customers based on their preferences. Better data integration. Maintaining currency. analyze and manage essential information about your products. 6. added and sent to the customer in a convenient form. prices. you can save time and ensure your website always shows visitors the latest information. Advantages of DBMS: 1. including detailed product descriptions and specifications. Compare sales before and after the campaign to identify the most successful campaigns.

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