The relationship between the consumer and the retailer has been perceived as a transaction and marketing strategy has been based on this perception. Retailers are moving to an ethical relationship view of the buying process – the building of a long term relationship with the customer as the central theme of marketing strategy. This course will explore the underlying theories, values and benefits of doing business through one-to-one relationships with consumers using technological advances. A one-to-one customer-centric approach enables retail marketers to reach customers from multicultural backgrounds, a distinguishing feature of the Canadian marketplace. Lect: 3 hrs. Prerequisite: RMG 200 Course Weight: 1.00 Billing Units: 1
