Relationship Marketing

The objective of Part A is to write a comprehensive review of literature on Relationship Marketing, critically discussing its basic tenants and role of relationship marketing within the international business/marketing context. This is an individual task. Students will need to conduct an in-depth review of literature and critically engage with relevant theories and frameworks on their own within the literature review. Relevant material will be discussed during lectures but students will be required to conduct wider reading. Although this may have implications to PART B of the assessment as it requires students to develop a marketing/communications plans to build relationships, the literature review does not need to focus on a particular brand. Rather, it should focus on understanding relationship marketing covering relevant academic literature.