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Essay text:
In order to gain new customers they need to know who to market. By analyzing customer data they could find out who to focus their marketing efforts on. Carnival felt they did not have to be the IT innovator in the industry. I agree that they shouldn't be the innovator, but they do need to focus more energy on keeping up with the competition.
Management at Carnival had been discussing what strategy to use in order to get a better feel for who their customers were and how to make them loyal customers. One option was to use CRM software. CRM had been a fad that had recently swept the industry, but due to Carnival's conservative stance toward IT they did not follow suit...
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