P 411 sierra south sells whitewater ratting and

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49. (p. 411) Sierra South sells whitewater ratting and kayaking trips and related merchandise. The company uses a Web site to gather information from potential customers of its products. This information is entered into the company's database. Names and information in this database are used to determine who should receive a personalized sales e-mail from the company. Sierra South is using: Database marketing deals with tracking and analyzing the purchasing patterns of specific customers in a computer database and then targeting advertising to their needs. AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 16-02 Discuss the benefits and challenges of direct marketing. Topic: Understanding Direct Marketing
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