Problem:
Assume that a marketing manager of a small company is in the process of implementing the use of a database to assist his or her company in its marketing efforts. Considering the information found in Chapter 5, 6, 7 & 8 of the textbook "Marketing Management (14 edition)", Philip Kotler and Kevin Lane Keller, published by Pearson Education, US in 2012 , list and describe five ways that the marketing manager might be able to use the database for marketing efforts. Provide examples.
Please note that (1) all references including in-text citation should be cited according to APA guidelines; and (2) one of the reference sources should be the book "Marketing Management (14 edition)", Philip Kotler and Kevin Lane Keller, published by Pearson Education, US in 2012.