Book reference: https://drive.google.com/file/d/1z7pjU_xKflU-Wic36EO6j0Z9xV9BcTfg/view?usp=sharing

In the introduction and overview to his book, The Complete Database Marketer, Arthur Hughes draws a comparison between the old corner grocer and the burgeoning field of database marketing {available on Canvas}. Hughes wrote this comparison in 1996, when according to Pew Internet Research, only 23% of Americans went online. While the principles that Hughes puts forth are still valid today, a lot has changed in the past 23 years (e.g., most of you were born). After reviewing the reading from Hughes's book, write your own comparisons between the past, i.e., the corner grocer and database marketing in 1996 as described by Hughes, and the present, the current state of online direct/database marketing. Feel free to integrate a combination of secondary sources and your own experiences as an online consumer as you see fit. 5. What are some of the fundamental differences between the chailenges and opportunities that today's online marketers face us those that the 1996 database marketer faced