102年第1學期-5891 關係行銷 課程資訊

課程分享

選課分析

本課程名額為 70人,已有24人選讀,尚餘名額46人。

評分方式

評分項目 配分比例 說明
期中考 30
期末考 30
平時成績 40

授課教師

吳立偉

教育目標

Course Objectives 1. To become aware of a broad range of relationship marketing topics. 2. To gain a deep understanding of selected relationship marketing topics. 3. To familiarize the students with the existing relationship marketing literature. 4. To acquaint students with various research issues and approaches to research in relationship marketing.

課程概述

The course is to give students an insight into relationship marketing theory and practical applications. The students will gain basic understanding of customer relationship and the importance of its role in the modern marketing fields.

課程資訊

參考書目

Textbook:
1. John Egan, Relationship Marketing: Exploring Relational Strategies in Marketing, 2nd edition Financial Times/ Prentice Hall; (方世榮譯,五南圖書)

Paper

Journal of Marketing
Journal of Retailing
管理學報
管理評論
台大管理論叢
APMR
中山管理評論