Master’s degree in Business Management (Vicenza)

Course partially running (all years except the first)

Relationship marketing

Course code
4S02487
Name of lecturers
Paola Signori, Barbara Gaudenzi
Coordinator
Paola Signori
Number of ECTS credits allocated
9
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Site
VICENZA
Period
Second semester dal Feb 21, 2011 al May 25, 2011.

Lesson timetable

Second semester

Not inserted.

Learning outcomes

The aim of the course is to give to the student the tools to understand the theme of Relationship Marketing (RM)and Customer Relationship Management (CRM).
The RM is based on three main concepts: the relationship, the network and the interations between the enterprises, the market and the society.

Syllabus

TEXT BOOK:
Gummesson E., "Marketing Relazionale", Hoepli Ed. - ALL

- Relational approaches to marketing
- Classic market relationship
- Special market relationship
- Mega relationship
- Nano relationship
- Do RM and CRM pay?
- RM: teh network organization and the network society
- The genesis of RM and CRM
- RM and CRM provide a new paradigm

- new trends
- case studies

Reference books
Author Title Publisher Year ISBN Note
Gummesson Evert Marketing Relazionale Hoepli 2006 88-203-3506-9 Tutto

Assessment methods and criteria

written exam



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