Companies today are seeking ways to create stronger and more frequent interactions with customers to establish beneficial long-term relationships. For example, Southwest Airlines encourages customers to join their membership program and provide key contact information such as their e-mail, address, and phone number. Southwest Airlines offers benefits such as upgrades and free travel based on the number of flights or points a customer has accumulated. This example demonstrates how Southwest Airlines is utilizing
a. marketing mix deployment.
b. customer relationship management.
c. marketing technology.
d. competitive insight.
Answer: b. customer relationship management.
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