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Nearly every industry, including hospitality, has adopted database marketing techniques. Why have they become so popular and what advantages do they offer for hospitality companies? The authors examine these issues.
Mayer, Karl J. and Lapidus, Richard S.
"Database Marketing: A Potent Tool for Hospitality Marketers,"
1, Article 6.
Available at: http://digitalcommons.fiu.edu/hospitalityreview/vol16/iss1/6