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营销沟通方式与顾客忠诚:一个研究综述 被引量:4

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摘要 营销沟通方式对顾客忠诚的影响问题是众所关心的课题。文章对企业形象、广告、口碑等主要营销沟通方式与顾客忠诚及其前置因素之间关系的理论与实证研究文献进行了梳理,以明确这一领域的发展轨迹,为进一步研究营销沟通方式的作用进行铺垫。同时,在对相关文献评析的基础上,展望了这一领域未来的研究动态。
出处 《现代管理科学》 CSSCI 2011年第1期27-29,共3页 Modern Management Science
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