To support the overall company many business require a database. In many situations a database can keep consumer input locked into a company profile to keep customer data for future use. In a competitive and constantly flowing business world databases provide feedback about consumers to help businesses keep customers happy and satisfied. Many businesses have turned to databases to help improve their stance in the market and provide for the common good of the public. Database development can be described as a person telling a customer service representative their information and the customer service representative entering the date into a system for future use.
Reference: Clow Baack. 2010. Integrated advertising, Promotion, and Marketing Communications. Chap 11. Pg 349
