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1、标题:FromMarketingMixtoRelationshipMarketing:TowardsaParadigmShiftinMarketing原文:Themarketingmixmanagementparadigmhasdominatedmarketingthought,researchandpracticesinceitwasintroducedalmost40yearsago.Today,thisparadigmisbeginningtoloseitsposition.Newapproacheshavebeenemerginginma
2、rketingresearch.Theglobalizationofbusinessandtheevolvingrecognitionoftheimportanceofcustomerretentionandmarketeconomiesandofcustomerrelationshipeconomics,amongothertrends,reinforcethechangeinMainstreammarketing.Relationshipbuildingandmanagement,orwhathasbeenlabeledrelationshi
3、pmarketing,isoneleadingnew.Thisarticleisbasedonaninvitedpaperpresentedatthe1stInternationalColloquiuminRelationshipMarketing,MonashUniversity,Melbourne,Australia,1-3August,1993.Aparadigmshiftisclearlyunderway.Inservicesmarketing,especiallyinEuropeandAustraliabuttosomeextental
4、soinNorthAmerica,andinindustrialmarketing,especiallyinEurope,thisparadigmshifthasalreadytakenplace.Bookspublishedonservicesmarketingandonindustrialmarketingaswellasmajorresearchreportspublishedarebasedontherelationshipmarketingparadigm.Amajorshiftintheperceptionofthefundament
5、alsofmarketingistakingplace.Theshiftissodramaticthatitcan,nodoubt,bedescribedasaparadigmshift.MarketingresearchershavebeenpassionatelyconvincedabouttheparadigmaticnatureofmarketingmixmanagementandtheFourPmodel.Tochallengemarketingmixmanagementasthebasicfoundationforallmarketi
6、ngthinkinghasbeenashereticasitwasforCopernicustoproclaimthattheearthmoved.Thepurposeofthisreportistodiscussthenatureandconsequencesofthedominatingmarketingparadigmoftoday,marketingmixmanagementofthemanagerialschoolandhowevolvingtrendsinbusinessandmodernresearchinto,forexample
7、,industrialmarketing,servicesmarketingandcustomerrelationshipeconomicsdemandarelationship-orientedapproachtomarketing.Relationshipbuildingandmanagementarefoundtobeanunderlyingfacetintheresearchintotheseareas.Relationshipmarketingissuggestedasonenewmarketingparadigm,andanumber
8、ofconsequencesformarketingandmanagementofarelationship-typemarketing