QUESTION THREE [20]

3.1 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.

3.2 Explain the importance of customer relationship management in marketing.

END OF MARKETING MANAGEMENT ASSIGNMENT

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