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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
Mentioned in the Following Calendar Pages
*List may not include courses that are on a common table shared between programs.
- Accounting and Finance Professionally-Related Table I
- Business Management Professionally-Related Table I
- Environment and Urban Sustainability Professionally-Related Table IV
- Hospitality and Tourism Management Professionally-Related Table II
- International Economics and Finance Professionally-Related Table IV
- Minor in Retail and Services Management
- Minor in Sales Management and Service Quality
- Open Elective Table
- Philosophy Professionally-Related Table IV
- Retail Management Professional Table I
