The key to sustainable success for most companies lies in the power of a strong brand. A favorable brand Identity is really a relationship between the customer and the organization and its products. Customer Relationship Management (CRM, discussed in chapter 14) is an important element of the marketing mix.

Before the “digital revolution,” customer relationships were simple; customer service was mostly face-to-face. Many marketers worried that technology (e-business) would make the customer experience impersonal, however. (Marketers use the phrase getting “close to the customer” to describe a strong, personal brand relationship.)

What is the reality today? Have marketing efforts in today’s online environment brought companies closer to, or further from, the customer? Can you argue that digital channels actually create a more personal experience than face-to-face sales? Explain.