Our course coverage aligns most closely with the Relationship Marketing school as listed in Table $1$ of Shaw's $2005$ article. The Relationship Marketing school emphasizes the importance of building and maintaining strong, long$-$term relationships with customers.

The beliefs of the Relationship Marketing school are centered around the following key principles:

$1.$ Customer$-$Centric Approach: This school recognizes that customers are the central focus of any marketing strategy. It emphasizes understanding customer needs, preferences, and behaviors in order to create and deliver value that satisfies those needs.

$2.$ Long$-$Term Relationships: Building and nurturing long$-$term relationships with customers is a fundamental aspect of Relationship Marketing. The school believes that cultivating loyal customers who repeatedly engage with the brand over time is more beneficial than constantly acquiring new customers.

$3.$ Trust and Commitment: Trust is crucial in relationship building. This school emphasizes the development of trust and commitment between the organization and its customers. Trust is fostered through consistent delivery of promises, open communication, and personalized experiences.

$4.$ Customer Lifetime Value: The Relationship Marketing school recognizes that the value of a customer extends beyond a single transaction. It emphasizes understanding and maximizing customer lifetime value by fostering customer loyalty, repeat purchases, and positive word$-$of$-$mouth.

$5.$ Customer Retention: Retaining existing customers is prioritized over acquiring new ones. This school believes that maintaining a strong customer base and reducing customer churn is more cost$-$effective and contributes to long$-$term profitability.

$6.$ Personalization and Customization: Recognizing that customers have unique needs and preferences, Relationship Marketing emphasizes personalization and customization of products, services, and interactions. By tailoring offerings to individual customers, organizations can strengthen relationships and enhance customer satisfaction.

$7.$ Two$-$Way Communication: This school emphasizes the importance of two$-$way communication between the organization and its customers. Active listening and gathering feedback from customers allows organizations to better understand their needs and preferences, enabling them to provide more relevant and tailored experiences.