BADM 4390

In this course students will explore the concept of relationship marketing as it relates to a philosophy adopted by organizations, focusing on satisfying customers' needs in order to gain their long-term trust and loyalty. Students will examine the strategic considerations including profit potential and customer retention, which are associated with the philosophy and why it is appropriate for many, although not necessarily all, organizations. In addition, ideas around management and commitment to cultural change in business will also be discussed from a relationship marketing perspective. [Department(s): Business Administration]