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...Learning objectives in this chapter you will learn how firms use product based and customer marketing strategies for communicating with different market segments to identify s characteristics as they move through the relationship life cycle online advertising has developed grown cengage may not be scanned copied or duplicated posted a publicly accessible website whole part except permitted license distributed certain service otherwise on password protected school approved management system classroom cont d about e mail technology enabled create maintain brands web businesses social media viral campaigns search engine positioning tactics domain name selection introduction when household products were purchased primarily by women ads depicting father inept might have made sense men now take larger role these decisions companies turned away from adverting that makes joke of experiences kimberly clark faced firestorm criticism portraying incompetent caregivers company regularly engages dad...