Question: A hotel chains database has information on guests that includes demographics, number of visits, and room preferences. Describe how the chain can use this information

A hotel chains database has information on guests that includes demographics, number of visits, and room preferences. Describe how the chain can use this information to develop several relationship marketing programs. How can it use a more general database to identify potential customers and personalize its communications with them? Please, use references to support your argument and examples.

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