Introduction

Care more than others think wise.
Risk more than others think safe.
Dream more than others think practical.
Expect more than others think possible.

-Howard Schultz, CEO Starbucks Coffee

 

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Learning Objectives

  1. Understand strategies involving online and personal forms of influencer marketing. Relate influencer marketing to other forms of social communities and marketing strategies.
  2. Understand the value of customer loyalty. Distinguish attitudinal loyalty from behavior loyalty. Describe the components of a successful loyalty program.
  3. Understand satisfaction and satisfaction strategies. Design a customer satisfaction measurement system. Describe complaint management strategies.
  4. Apply general ethical principles and concepts to online marketing. Explain the laws that regulate online and other types of marketing.

 


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