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1: What Is Marketing?

  • Page ID
    47852
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    Learning Objectives

    The learning activities for this section include the following:

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


    This page titled 1: What Is Marketing? is shared under a CC BY 4.0 license and was authored, remixed, and/or curated by Lumen Learning via source content that was edited to the style and standards of the LibreTexts platform; a detailed edit history is available upon request.