8 1.5 Marketing and Customer Relationships

Learning Objectives

  • Define the concept of customer lifetime value
  • Explain why customer relationship building is a central purpose of marketing
  • Explain engagement marketing and how it alters a customer’s relationship with a brand. 
  • Describe the role of marketing in building and managing customer relationships

The marketing concept provides exactly the right mindset for what we ultimately want to achieve: building strong relationships with customers. Next we’ll explore how marketing plays a central role in each stage of building and managing customer relationships.

Learning Activities

  • Reading: Marketing and Customer Relationships




Icon for the Creative Commons Attribution 4.0 International License

Introduction to Marketing - MKTG 3433 Copyright © 2022 by WCOB Marketing Faculty is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

Share This Book