Outcome: Marketing and Customer Relationships

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


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