Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 10

Go to Web site for Scotts Miracle Gro at www.scotts.com/smg. What evidence do you see of database Marketing and of personalization Review the concepts presented in the section "Database-Driven Marketing Communications." What steps should Scotts take to develop data-driven communications with visitors to the Web site as well as individuals who make purchases