Abstract
Database Marketing (DBM) refers to the use of database technology for supporting marketing activities. In this paper, an architecture for DBM systems is proposed. This architecture was implemented using HEROS - a Heterogeneous Database Management System as integration middleware. Also, a DBM metamodel is presented in order to improve the development of DBM systems. This metamodel arises from the main characteristics of marketing activities and basic concepts of Data Warehouse technology. A systematic method for using the proposed DBM architecture is presented through an example that shows the architecture's functionality.
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Siqueira, S.W.M., de e Silva, D.S., Uchôa, E.M.A., Braz, M.H.L.B., Melo, R.N. (2001). An Architecture for Database Marketing Systems. In: Mayr, H.C., Lazansky, J., Quirchmayr, G., Vogel, P. (eds) Database and Expert Systems Applications. DEXA 2001. Lecture Notes in Computer Science, vol 2113. Springer, Berlin, Heidelberg. https://doi.org/10.1007/3-540-44759-8_15
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DOI: https://doi.org/10.1007/3-540-44759-8_15
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