What is Relationship Marketing?

Is Relationship Marketing the same as Marketing applied to generate new customers? In this first of the two segments of the course, we present why they are different and to explain what is the purpose of Business. Topics included are diversity of Relationship Marketing Programs, which are illustrated with many real company examples. The key forces driving the growth of Relationship Marketing globally is discussed as well in detail. Practical & strategic frameworks are presented and an exploration of relevancy of convergence and trust as foundations in connecting with customers to support the importance of Relationship Marketing.

In the second segment of the lecture, the topics included are diversity of 12 Relationship Marketing Programs, illustrated with examples to discuss the key forces driving the growth of Relationship Marketing globally. Practical frameworks and relevancy of convergence and trust as foundations in connecting with customers is explored.

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