Relationship Marketing At University Of Ghana
This course focuses on the conceptual and theoretical foundations of Relationship Marketing. A
number of theoretical perspectives developed in economics, law and social psychology are being
applied in Relationship Marketing. These include transactions cost analysis, agency theory,
relational contracting, social exchange theory, network theory, and inter-organisational exchange
behaviour. It includes an analysis of different types of business relationships, such as those
between a company and its suppliers, customers and distributors.