Relationship Marketing Shifts the Focus from the Objective of Getting

Multiple Choice

Relationship marketing shifts the focus from the objective of getting a one-time purchase by a target to the ________.

A) integration of all brand communications
B) maintenance of long-term involvement from the firm's critical stakeholders
C) use of experiential marketing to make brand connections
D) generation of positive word of mouth through buzz marketing
E) the use of interactive media to personalize all contact points