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1、下载可编辑Relationshipmarketingandservicemarketing:convergencepointofCultureDepartmentofvaluecreationABSTRACTUsingtherelationshipparadigmasatheoreticalframework,amanagementmodelforculturalservices(relationshipmarketingofculturalorganizations)isproposed,whatisanunprecedentedcontributionin
2、themarketingfield.Bycombiningtwoconvergentperspectives–asrelationshipmarketingandservicesmarketing–,themodelisstructuredonthebasisoftwolargetypesofrelationshipsinthemanagementofaculturalorganization:instrumentalrelationshipsandgrouprelationships.Thepaperisanin-depthstudyofrelationsh
3、ipsregardingperformingartsaudience.Atheoretical/empiricalapproachwasapplied,includingfacetofaceinterviewsto1005performingartsconsumersandtelephoneinterviewstoasampleof2005individualsinSpain.Keywords:Culturalmarketingerformingartsservicesrelationshipmarketing1.INTRODUCTION:Themostrec
4、entliteratureonmarketingmanagementisdemonstratingarevolutionarychangeinbothformandcontent,which,undoubtedly,willresultinseveralresearchprojectsintheshorttermaimedatsheddingsomelightonthisdilemma.Traditionalmanagementmodelsandparadigmsdonotadapttotherequirementsofnewproducts,astherea
5、remoreandmoreexceptionsandquestionsonthemodelsdevelopedsofar(LovelockandGummesson,2004;VargoandLush,2004).Inthiscomplexcontext,thispaperaimstomakeanin-depthstudyofthefieldofculturalservicesmanagementbyusingtwoconcurrentperspectives–relationshipmarketingandservicesmarketing–,inordert
6、ocontributetothedevelopmentofthenewmarketingdomain:culturalmarketing(Kotler,2005).Thisisafieldstillinitsdevelopmentphase,buthasprobablyfound,withthesenewtrends,therightmomenttogrowanddevelopmanagementstructuresandmodelsthatmeetitsparticularrequirements.Fromtheverybeginning,contribut
7、ionsmadetotheculturalsectorbythemarketingdisciplinehavebeenverydiverse.However,althoughtheyseemtohavecometoaconsensus专业资料精心资料下载可编辑inthescientificworldabouttheideathatthemanagementofculturalidentitiespresentssuchspecialcharacteristicsthatmakeitconsiderablydifferent(VossandVoss,2000;C
8、olbert,2001;Johnson