Relationship Marketing: Time to Enrich the Marketing Curriulum?
- 1 August 1994
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 16 (2) , 34-41
- https://doi.org/10.1177/027347539401600205
Abstract
Despite problems in defining relationship marketing, the subject is receiving increasing academic and practitioner attention. Instead of focusing on individual exchange transactions, students can benefit fiom a multi-disciplinary approach to the study of relationship marketing. Suggestions are made at a number of levels for including it in the marketing syllabus.Keywords
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