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Goods and services are no longer an adequate basis for establishing relationships with clients because they attach an emotional connection to the products they use and to the businesses at which they shop. Students explore insights and ideas in order to create lasting and genuine customer relationships that withstand the competitive overtures of other companies. They explore the process of developing and sustaining client relationships that establish an emotional connection, manage difficult relationships, (such as those that take place via technology or at great distances) and help to determine the pulse of client relationships.