In the nonprofit world of the performing arts, box office technology has essentially remained the same since the 1980s. A company called Tessitura is trying to change that. Tessitura is able to track every transaction with its patrons in one database. This information collected includes ticket purchases, fund-raising, volunteering, and gift shop purchases that will help symphonies, operas, and theaters develop customer profiles in order to tailor their sales messages to specific individuals. In other words, Tessitura is going to allow arts groups to engage in
a. market aggregation.
b. relationship marketing.
c. societal marketing.
d. market mining.
e. mainstream marketing.
Answer: B