Implications of the Trend toward Relationship Marketing for Experiential Learning

Abstract

Marketing is expanding its focus on exchange by shifting from discrete exchanges to exchange relationships. Building on work of Arndt (1979, 1983) and Webster (1992), we agree that Marketing students need a broader framework than that provided by current curriculum standards. Moreover, we argue that the broadened framework will also have strong implications for the specific types of experiential learning that should be used.