marketing64

Relationship marketing can be defined as an attempt to establish, maintain, enhance and commercialise customer relationships so that the objectives of both parties are met. This is done by mutual exchange and fulfilment of promises. It consists of a shift from activities [...]

 A brand is what prevents something from being a commodity. It’s why I pay more for a cup of Starbucks coffee than the coffee down the street. The coffee down the street may be better, or it may be swill, I don’t know. The Starbucks brand assures me that I’ll get a good, strong, although [...]