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.

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.

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