(206 )RELATIONSHIP MARKETING

1. Conceptual foundation of Relationship Marketing, evolution of relationship
marketing, its significance in Indian context
2. Relationship marketing of Services Vs. Relationship marketing in Consumer
markets
3. Buyer seller relationships.
4. Relationship marketing in Mass markets, relationship marketing and marketing
strategy
5. Relationship marketing and distribution channels.
6. Role of Information Technology in building, maintaining and enhancing
relationships
7. Customer profitability design and analysis

Books for reference:
1. Handbook of Relationship Marketing-Jagdish Sheth,Atul Parvatiyar
2. Leading Through Relationship Marketing-Richard Batterley
3. Relationship Marketing-S.Shajahan
4. Customer relationship Management - Jagdish Seth,Atul Parvatiyar,G Shainesh
Reference http://www.unipune.ernet.in/stud_info/Syllabi/Syllabus_2008.html

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