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对关系营销几个基础理论问题的思考 被引量:6

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摘要 关系营销是营销学界的一个热门课题。本文讨论关系营销的几个基础理论问题 :关系营销的概念、营销管理以及顾客导向。在评述现有文献的基础上 。
出处 《南方经济》 北大核心 2003年第8期28-30,共3页 South China Journal of Economics
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参考文献8

  • 1Berry, L.L. (1983), Relationship marketing, in Emerging Perspective on Service Marketing: Chicago: American Marketing Association.
  • 2Morgan, R. M., and Hunt, S. D. (1994), The commitment - trust theory of relationship marketing, Journal of Marketing, 58 (3), 20-38.
  • 3Gummesson, E. (1994), Making relationship marketing operational, International Journal of Service, 5 (5), 5 - 20.
  • 4Parvatiyar, A., & Sheth, J. N. Paradigm shift in marketing theory and approach: the emerge of relationship marketing.In J. N. Sheth & A. Parvatiyar (Eds.), Relationship Marketing: Theory, Methods, and Applications: Atlanta, GA: Ernory University.
  • 5Gmnroos, C. (1996), The relationship marketing logic,Asia- Australia Marketing Journal, 4, 7 - 18.
  • 6Saren, M., & Tzokas, N. (1998), Some datagerous axioms of relationship marketing, Journal of Strategic Marketing 6,187 - 196.
  • 7Iacobucci, D., Toward defining relationship marketing, in J. N. Sheth & A. Parvatiyar (Eds.), Second Research Conference on Relationship Marketing: Theory, Methods, and Application, Atalanta, GA: Emory University.
  • 8Hansen, U. (2000), Lost in relationship-marketing space: The limitations of relationship marketing from the perspective of the consumer. In T. Henning - Thurau & U. Hansen(Eds.), Relationship Marketing, New York: Springer.

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