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A customer database is an organised collection of comprehensive information about individual customers or prospects that is current, accessible, and actionable, for such marketing purposes
- A customer database is an organised collection of comprehensive information about individual customers or prospects that is current, accessible, and actionable, for such marketing purposes as lead generation, lead qualification, sale of a product or service, or maintenance of customer relationships. With regards to the above information critically discuss the importance of customer databases in relation to the marketing function
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Marketing management
Authors: Philip Kotler, Kevin Lane Keller
14th Edition
9780273753360, 132102927, 273753363, 978-0132102926
