Abstract
Maintaining customer relationships has been identified as a primary and enduring problem for small firms. Database marketing, often touted as a means to improve customer relationships, is scarce in small firms. This paper examines relationship marketing, database, retail and small business literature to determine the appropriateness of a database-oriented marketing approach for small retail firms. This review concludes that small retail firms may benefit from the adoption of a database-oriented relationship marketing program, but that the firm must carefully consider its customer orientation, consumption norms in its sector, financial capabilities, and managerial resources and attitudes, before adopting such an approach.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
