Why and how are databases essential to consumer-focused ...

[moongchi]

Why and how are databases essential to consumer-focused marketing?
 
  What will be an ideal response?

Question 2

Public relations is part of a broader discipline known as integrated marketing communications.
 
  Indicate whether this statement is true or false.

[randomguy133]

Answer to Question 1

Databases can store information on individuals. A key element of consumer-focused marketing is
building relationships with individuals. Databases can tell us what individual consumers buy; when
they bought it; how often they buy; how much they buy; and how and how often an organization
communicates with them. That individual approach is essential to such divisions of consumerfocused
marketing as integrated marketing communications, relationship marketing, customer
relationship management, and integrated brand communication.

Answer to Question 2

FALSE