2013-2015 Undergraduate Catalog

MKT 365 Relationship Marketing

An introduction to the theoretical and applied perspectives of relationship marketing. Focuses on the driving forces that cultivate relationships between customer and company. Relationship marketing topics include (but are not limited to) brand and supplier loyalty/commitment, relationship-based buying, psychological relationship theory (with emphasis on applying such theory to marketing practices), and applications of customer relationship management (CRM). Prerequisite: MKT 305 or departmental permission.