How to Cite
Abstract
The importance of information and communications technology and digital data flows is growing rapidly. This being the case, increasing amount of business entities turns to databases in search for profits. That led to the creation of database marketing. The aim of the article is to examine database marketing on the assumption that it constitutes not only a novel approach to business, but also a way of creating clients as fields of knowledge. This knowledge can be mined for insights, used to create digital profiles and serve in consumer surveillance. Nevertheless, database marketing is still being accompanied by the claims that the use of data enhances customer experiences. However, those very claims turn out to be discursive practices aimed at managing consumption. Customers begin to acknowledge that and they begin to voice their discontent. In the article this resistance will be presented on the example of the browser extension AdNauseam.
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