Assignment:
Explain the shift from transaction-based marketing to relationship and social marketing. Relationship marketing represents a dramatic change in the way companies interact with customers. The focus on relationships gives a firm new opportunities to gain a competitive edge by moving customers up a loyalty ladder from new customers to regular purchasers and then to loyal supporters and advocates. Over the long term, this relationship may be translated to the lifetime value of a customer. Interactive technologies and social marketing (via Facebook, Twitter, and the like) allow marketers direct communication with customers, permit more meaningful exchanges, and put the customer in control. Organizations may form partnerships— called strategic alliances—to create a competitive advantage. These alliances may involve product development, raising awareness, and other activities.
Your answer must be typed, double-spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format and also include references.