What is relationship marketing and why is it important?

Marketing, Ch. 1: Creating Customer Relationships and Value through Marketing
Question 1
What is relationship marketing and why is it important?
Question 2
How many of you have heard about Greek yogurt? Tried it? Liked it?
Greek yogurt was introduced less than 10 years ago by a start up company, Chobani, that is a key focus of Chapter 1 reading.
This brand is also a significant innovator in the yogurt category and continues to drive new ways of delivering what consumers want.
To get the discussion going, consider responding to the following questions:
1. How did reading about Chobani and marketing change your perception of marketing? What were key surprises?
2. How can the success of case study Chobani be used to impact your company's approach to marketing?

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