The Role of Sales and Marketing in Customer Relationships
Introduction
In the previous chapter we considered the role of communication between sales and marketing and how it affects lead generation, market intelligence, and collaboration. This chapter will move into the relationship with the customer and how trust performs an important part in the sales and marketing relationship as well as the relationship with the customer. How customer value can be increased through co-creation will be considered. Co-creation of value is the concept that customer can become partners in the co-production of the offer being made to them.
Customer Focus and Relationship Building
There is a growing emphasis on building customer relationships as increasing ...
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