This article describes how and why a small business can take advantage of the benefits which will accrue from the creation and use of a custon1er database. What information may be useful to capture (or buy) about your customer, and how that information can be used to improve your n1arketing efforts and subsequent "bottom line'' is presented How to create (or evaluate for purchase of) a database, and how to maintain your database lo preserve its accuracy and value is explained. Information technology is transforming the business game for small firms today. The importance of database marketing as a cost-effective tool which small firms should be utilizing cannot be understated or overlooked
