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