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2021-2022 Catalog
MAR 6409: Relationship Marketing

Course Description for Relationship Marketing

MAR6409: Relationship Marketing
Prerequisite:  MAR 6805
Description: Relationship marketing is a business strategy paradigm that focuses on the systematic development and maintenance of collaborative exchange relationships both internal and external to the firm. This course explores the emerging paradigm of relationship marketing, provides a structure and overview of its relevant dimensions, demonstrates its application in contemporary marketing management, and appraises and evaluates its future as a business strategy.