3. A hotel chains database has information on guests, including demographics, number of visits, and room preferences.

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3. A hotel chain’s database has information on guests, including 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?

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Contemporary Marketing

ISBN: 9781111221782

15th Edition

Authors: Louis E. Boone, David L. Kurtz

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