Article1994

Developing a Curriculum to Enhance Teaching of Relationship Marketing

44 citations0/0 files storedJournal of Marketing Education

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Management and Marketing Education Information Systems Education and Curriculum Development Business and Management Studies

Abstract

Criticism of the relevance and process of business school education and research continues to mount. At the same time, academics and practitioners have become increasingly dissatisfied with traditional marketing theory and practice—with growing importance being placed on relationship marketing. This article describes a new M.B.A curriculum developed by the faculty at Emory Business School at Emory University, designed to meet the needs of students, faculty, and the business community.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1987Developing Buyer-Seller Relationships 1959The Social Psychology of Groups 1991Why we buy what we buy: A theory of consumption values 1990Relationship Quality in Services Selling: An Interpersonal Influence Perspective 1992The Changing Role of Marketing in the Corporation 1963Non-Contractual Relations in Business: A Preliminary Study

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2006Postgraduate International Students from Asia: Factors Influencing Satisfaction 2011Conceptualizing service quality in higher education 2009The causal relationship between service quality, corporate image and adults' learning satisfaction and loyalty: A study of professional training programmes in a Taiwanese vocational institute 1997Relationship marketing: the route to marketing efficiency and effectiveness 2001The old, the new and the complicated ‐ A trilogy of marketing relationships

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