Online companies not only target individual customers but also utilize each customer’s buying habits to create generalized marketing campaigns. Might any privacy issues arise as an online company creates a database to be used for generalized marketing campaigns? Explain your answer.

As you learned in this chapter, increasingly the contracting process is moving online. Online offers for millions of goods and services populate large and small e-commerce Web sites. The vast amount of data collected from online shoppers has pushed customer relationship management (CRM) to the fore. CRM is a marketing strategy that allows companies to acquire information about customers’ wants, needs, and behaviors. The companies can then use that information to build customer relationships and loyalty. The focus of CRM is understanding customers as individuals rather than simply as a group of consumers.
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