摘要
本文简要介绍了当前关系营销理论的发展现状,主要从认识论与方法论的角度就关系营销难以形成营销通用理论的原因进行了分析,并就今后关系营销理论如何基于系统论和协同论构建有别于传统营销的理论体系提出了自己的一些看法。
the author analyzes why relation marketing theory is difficult to turn into general marketing theory from the angle of episte-mology and methodology, and advances some viewpoints on how to construct relation marketing＇ s theoretical structure different from traditional marketing theory on the basis of system theory and synergetics.
出处
《经济管理》
CSSCI
北大核心
2008年第6期74-79,共6页
Business and Management Journal ( BMJ )
关键词
关系营销
系统论
协同论
relation marketing
system theory
synergetics
