Think of Marlboro and the first thought that comes to your mind is of a rugged, muscular cowboy on a horse, a cigarette in his mouth. These two schools of thought define the traditional and the modern schools of marketing thought. Limitless Resources Don't Exist — Time and money are two things we often wish we had more of, but it's also two things we manage in terrible ways. Nobody wants to spend extra money to get Spotify supporters with advertising services. Will you reach your audience by advertising in the press, or on TV, or radio, or on billboards? Tailored for both the advertiser and also the customer, advertising using social networks was ground breaking.
What I hear a lot of is scouring through the data and using the data to drive decisions. Thus, it is the right of a consumer to choose whether to join or stay out of such an activity or drive. This also involves a situation whereby the producer builds a relationship that seeks to satisfy the consumer and hence promote a win-win situation between the two parties through optimum satisfaction of needs and expectations. This would prevent a situation where a customer relations activity would become detrimental. The end of customer relations management is to create relationship equity. The modern system on the other hand involves identifying customer needs and expectations and discharging them by influencing internal structures of the company to attain this end.