The database is defined as a grouping of items or data that exist in a relationship with a particular

subject [Robertshawe, 2008, p 165].

According to Blattberg et al [2008, p 4] database marketing can also be defined as “the use of
customer databases to enhance marketing productivity through more effective acquisition,
retention, and development of customers”. From this definition we can emphasize three key
words; customer database, marketing productivity and customer management, which represent
the essence of database marketing.
Today’s business environment in the last decade shows an increase of the importance of database
marketing due to some various reasons [Blattberg et al, 2008, p 7]
The first step in creating database is to determine the purpose of database usage, or better said
defining data that it will contain, which is followed by determining of methods and techniques
for data collecting and analysis. The objectives of making and using database are: [Dobrinić et
al, 2005, p 25]

The database contains the most modern data for a business on such things as customer leads,
order information, sales contacts, and marketing contacts. A database allows the user to
organize data in variety of ways to perceive the usefulness of certain parts in a company, as
well as strategy to get clients and create room for improvements. The integration of
information, for a business, inside a database system has many benefits. Allowing data sharing
and/or having access to the system itself. Users are given the ability to generate more
information from a dedicated amount of data that would be possible without interference.