What you’ll learn to do: 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.

The specific things you’ll learn in this section include:

• 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. 

Learning Activities

The learning activities for this section include the following:

• Reading: Marketing and Customer Relationships
• Self Check: Marketing and Customer Relationships