Marketers are increasingly being held accountable for their investments and must be able to justify marketing expenditures to senior management. With the foregoing statements in mind, how can Nivea know that the sales promotion was successful.

ead the Marketing in Action Case on page 180 at the end of Chapter 5.  .  Answer all Questions for Discussion on page 181, question numbers 5-32, 5-33 and 5-34.   Questions for Discussion   5-32. Review the four steps in one-to-one marketing. How is Spotify following             each of these to support their marketing efforts? 5-33. What are some examples of unstructured data that Spotify is probably using          in their analysis? 5-34. Could Spotify use the Internet of Things with their service? Share a couple           of innovations they could add that would fit into this category.