Databased marketing, understood as a comprehensive marketing strategy based on a memory of business transactions with customers, is a crucial step toward gaining competitive advantage in this rapidly changing world and industry. This article discusses the concept of databased marketing and presents the results of a survey of travel agencies in New Zealand. It shows that the travel agencies are involved only to a limited extent in the three identified areas of databased marketing: customer retention, product promotion, and customer creation. Especially in the areas of product promotion and customer creation, considerable opportunities exist to maximize the returns and effectiveness of the existing databases.
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