Getting Students to Buy what We Sell: Product Involvement, Customer Relationship Management, and Customer Satisfaction

Shannon B. Rinaldo

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

The world of marketing provides a rich environment for analyzing interaction and exchange. Because the broader world in which we live and work is not divided into categories as precisely as academic topics, as professors we must attempt to teach marketing within the broader context of the real world and build a broad framework from which students can understand marketing.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages831
Number of pages1
DOIs
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

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