Revitalizing Relationship Marketing

This course explains the transformation of Marketing from traditional marketing towards Relationship marketing and the midlife crisis it is now experiencing. To further this discussion, the factors responsible for the current state are reviewed. How to revitalize this Marketing approach is addressed here along with explaining the general shift in the morphing of relationship marketing into CRM with a focus on data analytics. Furthermore, the many variables, such as cross-functional collaboration and co-creation of shared value, tied to share of wallet to share of heart and joint ventures with customers to managing customer relationships, are explored in depth to make a case for revitalization of relationship marketing.