Philip, a Regular Customer of Fairmont Banff Spring, Returns for an Overnight

Philip, a regular customer of Fairmont Banff Spring, returns for an overnight stay at the hotel after a gap of three weeks.He feels unappreciated when he has to give his usual preferences all over again because the guest executive does not refer to the database.This most likely happened because of failing to view the concept of CRM as a(n) _____.

A) holistic marketing strategy
B) company research project
C) promotional strategy
D) overall company strategy

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