•  To provide a comprehensive understanding of relationship 
   marketing theories.
 
•  To provide an introduction to statistical techniques and 
   models to empirically test theoretical models in  
   relationship marketing.

•  To ensure that each Ph.D. student is able to intelligently 
   critique published empirical journal articles in terms of 
   the reliability and validity of the quantitative methods  
   and procedures applied to their conceptual models.

•  To require each Ph.D. student to develop and present a
   research paper with a conceptual model and a  
   research plan for empirically testing the model.

•	Introduction to Relationship Marketing Theories
•	B2C Relationships: The Satisfaction Paradigm  
•	B2C Relationships: ‘Potpourri’ 
•	C2C Relationships
•	Cocreation 
•	B2B Relationships: Traditional Constructs and Theories 
•	B2B Relationships: Strategic Alliances, Channel Partners
•	Relationships with the Internal Public, Internal
        Marketing
•	Cross–Functional Relationships, Integration vs.
        Specialization
•	Relationships with Stockholders
•	Relationships during Disruptions and the dark side of 
        relationships
•	Longitudinal perspective 
    Note: Research methods will be discussed along with the
    assigned papers.