(1) Why is price sometimes referred to as capturedvalue? (2) Why do companies that embracerelationship marketing focus on “customercommunication” rather than “promotion”?

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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(1) Why is price sometimes referred to as captured
value? (2) Why do companies that embrace
relationship marketing focus on “customer
communication” rather than “promotion”?

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