For many organizations, relationship marketing is more important than any individual transaction, because these long-term relationships can yield greater overall profitability. Find two examples of organisations where this is applicable and discuss the benefits and drawbacks for both firms


In addition to preparing the discussion questions, find a relevant article in a Journal or Newspaper relating to the issue of customer focus or Customer Relationship building for discussion on the forum. The discussion will consider:

a) Why is this article relevant to the topic?

b) Can any of the marketing related theory from this chapter be related to the article?

c) What can be learned from this?

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