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Contemporary Marketing 16th Edition by Louis Boone,David Kurtz
Edition 16ISBN: 978-1133628460Contemporary Marketing 16th Edition by Louis Boone,David Kurtz
Edition 16ISBN: 978-1133628460 Exercise 17
A hotel chain's database has information on guests that includes demographics, number of visits, and room preferences. Describe how the chain can use this information to develop several relationship marketing programs. How can it use a more general database to identify potential customers and personalize its communications with them?
Explanation
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Relationship marketing:
The type of mar...
Contemporary Marketing 16th Edition by Louis Boone,David Kurtz
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