Back to Search Start Over

The Teaching of Relationship Marketing Concepts in Undergraduate Marketing Principles and Graduate Introductory Marketing Courses

Authors :
Alex Sharland
Barry Berman
Source :
Journal of Marketing Education. 24:125-134
Publication Year :
2002
Publisher :
SAGE Publications, 2002.

Abstract

A survey was conducted that attempted to determine the extent to which both general and specific relationship marketing concepts are covered in introductory marketing classes at the undergraduate and graduate levels. Factors that explain differencesin the coverage of relationship marketing topics are also explored. The results indicate that relationship marketing is more likely to be discussed in depth by recently graduated faculty or by faculty with research interests in channels, sales, business-to-business, or international marketing. Recommendationsare made to improve the integration of relationship marketing into these two courses.

Details

ISSN :
15526550 and 02734753
Volume :
24
Database :
OpenAIRE
Journal :
Journal of Marketing Education
Accession number :
edsair.doi...........9d984b1eeeebb0a0a803e940b7c1f17a
Full Text :
https://doi.org/10.1177/0273475302242005