摘要
关系营销的时代已经到来。本文探讨了关系营销与传统营销的差别,分析了关系营销在现代营销中的作用及其实施方法,构筑了基于"6C理论"的关系营销管理模式。
The era of relationship marketing has arrived. This paper first examines the difference between relationship marketing and traditional marketing before it conducts an analysis on the influence of relationship marketing on modern marketing practice and its effective implementation. The author concludes the paper with a relationship marketing management model based on the 6C theory.
出处
《经济管理》
CSSCI
北大核心
2008年第23期107-111,共5页
Business and Management Journal ( BMJ )
关键词
关系营销
关系管理
6C理论
relationship marketing
relationship management
6C theory
