关系营销——市场营销的概念重塑与实践转型

Relationship Marketing——Concept Redefine and Practice Transition of Marketing

企业经营环境变迁向营销实践提出了新问题,关系营销理念为我们提供了解决问题的途径。本文介绍了关系营销的产生发展,分析了其概念本质及其所带来的营销实践的转型。

the change of enterprises environment rises new problem for marketing practice, the concept of relationship marketing provide a available approach to resolve. The paper introduce the origination and development of relationship marketing, analysis the nature of concept and relative practice transition of marketing.