MARK 750 - Marketing Theory

3 units (fi 6)(EITHER, 3-0-0)

Recent and classic contributions to marketing theory development. The course addresses conceptual development and current practice in marketing decision-making. Topics critically examined include marketing orientation, competitive interaction, product development and introduction, channel relationship management, customer relationship management, advertising and promotion, pricing and revenues, and sales, service and quality. Prerequisites: Registration in the Business PhD Program or permission of instructor. Approval of the Business PhD Program Director is also required for non-PhD students.