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Contemporary Marketing, 2013 Update 15th Edition by Louis Boone ,David Kurtz
Edition 15ISBN: 978-1111579715Contemporary Marketing, 2013 Update 15th Edition by Louis Boone ,David Kurtz
Edition 15ISBN: 978-1111579715 Exercise 13
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, 2013 Update 15th Edition by Louis Boone ,David Kurtz
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