Question
1. Discuss the role direct marketing (DM) has acquired due to better access to consumer data 2. Using personal experiences, explain potential negative consequences of
1. Discuss the role direct marketing (DM) has acquired due to better access to consumer data
2. Using personal experiences, explain potential negative consequences of using customer personal information for DM, as well as other marketing activities (e.g. loyalty programs, discounts, promotions, etc.)
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Marketing Management
Authors: Greg Marshall, Mark Johnston
2nd edition
9781259094972, 78028868, 1259094979, 978-0078028861
