Database Marketing (DBM) refers to the use of database technology for supporting marketing activities. In this paper, an architecture for DBM systems is proposed. This architecture was implemented using HEROS - a Heterogeneous Database Management System as integration middleware. Also, a DBM metamodel is presented in order to improve the development of DBM systems. This metamodel arises from the main characteristics of marketing activities and basic concepts of Data Warehouse technology. A systematic method for using the proposed DBM architecture is presented through an example that shows the architecture's functionality.
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