The key, however, is how well
and to what effect?

There was a time when consumers purchased most of their items from a general store, who knew their customers on a first name basis. These store owners took the time to know their customers' likes and dislikes, and soon even anticipated their needs. Today, demographic capabilities and database development, coupled with traditional and social media, allow these same owners to understand the buying patterns of their customers. Ironically, once again they can anticipate customers' needs in a way that allows them to respond directly to their customers' satisfaction.

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