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1. Why would a customer database be so useful for the companies described in this case? What would happen if these companies had not kept their customer data in databases?
2. How did better data management and analytics improve each company’s business performance? Give examples of two decisions that were improved by mining these customer databases.
3. Are there any ethical issues raised by mining customer databases? Explain your answer.
How does the product type influence what marketing communication mix the company will use? Do you believe these companies used the best promotional tool? If yes, explain why
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