In brief, Internet technology has made it relatively easy to collect
vast amounts of individual customer information (Prabhaker, 2000). Data
quality, entity recognition, synchronization, and integrated databases
enable firms to target content to demographics so precisely that they
can reach markets as narrowly defined as a single customer. This
results in greater levels of customer satisfaction and increased
organizational learning. However, merging the off-line and online
databases raises issues, such as technology compatibility, data quality
and format variances, how to use the sheer volume of data collected,
and consumer privacy concerns. This chapter aims to develop a framework
about how the integration of database and Internet marketing can be
applied, based on rigorous research.