Managing Customer Relationships

This course examines the importance of building and maintaining customer relationships and developing a customer-oriented organization. This course offers basic principles for students interested in retail and services management, sales and sales support, and customer service. A relationship marketing perspective is developed by emphasizing topics such as customer retention strategies, quality management, measuring customer satisfaction, and database marketing. Important topics from services marketing are also included such as increase the students' awareness of the customer's perspective and managerial issues.