Discussion:
Relationship Marketing. How can database marketing help an organization improve its relationship marketing? What databases do you think you‘re in? How do you think you got there? What if you woke up one morning to find all marketing databases were illegal? Would this be a good thing, or a bad thing?
Influencing the Senses. Bradford and Desrochers raise interesting ethical issues in their discussion of scents and the influence on consumers. The covert objective ambient scent (COAS) is a scent that is just below our olfactory threshold, but is above the threshold for our brain to detect. Construct a covert objective ambient scent scenario and evaluate the benefits and detriments to the organization and the individual.