Why and how the role of direct marketing has changed with companies

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1. Discuss why and how the role of direct marketing has changed with companies’

greater access to “big data” describing consumer behavior. Using personal experiences,

explain the potential negative consequences of using customer personal information for various marketing activities (e.g. loyalty programs, discounts, promotions, etc.).

2. Discuss the challenges faced by mobile marketing (MM) and suggest how the

mobile channel can be synergistically incorporated into an overall marketing

communications strategy. List and discuss MM’s advantages and disadvantages for

“push” vs “pull” communication with consumers.