How important in modern marketing are databases? In 21 century direct marketing becomes more and more important factor. Marketers use different forms and mediums of direct marketing for creating a new value for customers. Database marketing use information about clients for closer communication between firms and clients. Right database marketing is well situated in firm's marketing information system (MIS). From MIS is close to different databases with customers being behavior data and closer to set up loyalty programs for value customers. But the success of loyalty program depends on different techniques of marketing. Database marketing is only one of various factors which can be use to set up good relation with our clients.

Zadanie pt. „Digitalizacja i udostępnienie w Cyfrowym Repozytorium Uniwersytetu Łódzkiego kolekcji czasopism naukowych wydawanych przez Uniwersytet Łódzki” nr 885/P-DUN/2014 zostało dofinansowane ze środków MNiSW w ramach działalności upowszechniającej naukę