The accelerating speed of life in our global economy molds consumers to desire, demand, and expect "smooth" buyer-seller experiences that facilitate the individual's attainment of important life goals. Superior customer support, communication, and assortments of high quality, readily-available product/service options personalized to individual needs merely characterize the entry requirements to compete in many industries. Focus has shifted from transactions to relationships and long term value-from both the buyer and seller points of view. In many ways, technology has shifted the power from sellers to buyers, as buyers can sort through purchase options by price, product features, distribution channels, and brands with a few strokes of a keyboard. In the same way, sellers have the opportunity to provide value to relationships by providing one-on-one communication and support via the same technology. Importantly, trust in buyer-seller relationships is increasingly seen as the vital element driving today's successful businesses.
The Marketing Department of the Hankamer School of Business at Baylor University has a unique opportunity in today's environment. We, like other believers in Jesus Christ, have the awesome opportunity and responsibility to seek ways to integrate our faith into our instruction, research and service. Based upon the God-given resources and abilities of our faculty, we seek to focus our efforts in leading marketing academics, professionals, and managers in advancing theory, knowledge and application in three closely-related areas:
Customer Relationship Management: investigating the mechanisms and values that drive B2B and B2C partnering relationships.
Buyer-Seller Relationships: learning more about customer attitudes (cognition, affect, behavior) in order to build valued relationships.
Organization-Society Relationships: examining the complementary roles of ethics, faith, social responsibility and welfare within organizations and among consumers in our society.
Marketing faculty are encouraged to apply individual interests and abilities in these areas, as well as other areas, in ways that marketing faculty at other highly respected business schools easily recognize as excellent. Hence:
The Mission of the HSB Marketing Department
To change the way marketing changes the world-one relationship at a time.