Title: Identify the role of customer relationship management (CRM) and database management in acquiring and retaining customers.
Course: Digital and Social Media Marketing (12162) > Section: Understanding Consumers in Digital and Social Media Marketing

Identification should include

- defining customer relationship management (CRM)
- identifying types of database management
- exploring tools used in database management
- discussing current methods of customer acquisition and retention

and the roles of each in acquiring and retaining customers.

Process/Skill Questions:

- Why is database management important?
- Why do companies protect consumers’ information?
- What are some of the types of databases used in CRM today?
- What are the consequences of poor database management? Why?