Amazon.com, a successful online retailer, manages an extensive database, which includes customers' names and their tastes in books and music. This information is used to determine which products are suggested to each customer. This is an example of how Amazon.com uses:

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Amazon.com is using direct marketing, which involves targeting specific customers with personalized recommendations based on their interests and past purchases. The use of a extensive database allows Amazon.com to tailor their marketing efforts to each individual customer, increasing the likelihood of a purchase. Advertising, sales promotion, and publicity are not directly involved in this specific example of personalized marketing.

AmazonCom, a Successful Online Retailer, Manages an Extensive Database, Which