Database marketing can significantly improve a company’s profits by creating loyal, repeat customers. Choose a company you feel loyal to and participate in their loyalty program. Describe the program and explain how the company uses their database to manage their loyalty program. Lastly, provide any recommendations on how they could improve their program based on your readings. Cite your sources. Many companies have successfully used database marketing over the years including companies in hospitality, financial services, insurance, and even retail. Select a company that is either a leader or a laggard in one of these industries and compose a 3 page minimum (double-spaced, 12 pt. font, 1″ margins) paper with the following: An overview of the industry An overview of the company How have they used (or not used) database marketing in their marketing strategies What else could the company do to improve their use of database marketing based on your readings and research?