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RMG 907

Relationship Marketing

The relationship between the consumer and the retailer has been perceived as a transaction and marketing strategy has been based on this perception. Retailers are moving to an ethical relationship view of the buying process - the building of a long term relationship with the customer as the central theme of marketing strategy. This course will explore the underlying theories, values and benefits of doing business through one-to-one relationships with consumers using technological advances. A one-to-one customer-centric approach enables retail marketers to reach customers from multicultural backgrounds, a distinguishing feature of the Canadian marketplace.
Weekly Contact: Lecture: 3 hrs.
GPA Weight: 1.00
Course Count: 1.00
Billing Units: 1


RMG 200





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