资源描述：
《毕业论文市场营销外文文献翻译》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、~~Relationshipmarketingandservicemarketing:convergencepointofCultureDepartmentofvaluecreationABSTRACTUsingtherelationshipparadigmasatheoreticalframework,amanagementmodelforculturalservices(relationshipmarketingofculturalorganizations)isproposed,whatisanunprecedentedcontributi
2、oninthemarketingfield.Bycombiningtwoconvergentperspectives–asrelationshipmarketingandservicesmarketing–,themodelisstructuredonthebasisoftwolargetypesofrelationshipsinthemanagementofaculturalorganization:instrumentalrelationshipsandgrouprelationships.Thepaperisanin-depthstudyo
3、frelationshipsregardingperformingartsaudience.Atheoretical/empiricalapproachwasapplied,includingfacetofaceinterviewsto1005performingartsconsumersandtelephoneinterviewstoasampleof2005individualsinSpain.Keywords:Culturalmarketingerformingartsservicesrelationshipmarketing1.INTRO
4、DUCTION:Themostrecentliteratureonmarketingmanagementisdemonstratingarevolutionarychangeinbothformandcontent,which,undoubtedly,willresultinseveralresearchprojectsintheshorttermaimedatsheddingsomelightonthisdilemma.Traditionalmanagementmodelsandparadigmsdonotadapttotherequireme
5、ntsofnewproducts,astherearemoreandmoreexceptionsandquestionsonthemodelsdevelopedsofar(LovelockandGummesson,2004;VargoandLush,2004).Inthiscomplexcontext,thispaperaimstomakeanin-depthstudyofthefieldofculturalservicesmanagementbyusingtwoconcurrentperspectives–relationshipmarketi
6、ngandservicesmarketing–,inordertocontributetothedevelopmentofthenewmarketingdomain:culturalmarketing(Kotler,2005).Thisisafieldstillinitsdevelopmentphase,buthasprobablyfound,withthesenewtrends,therightmomenttogrowanddevelopmanagementstructuresandmodelsthatmeetitsparticularrequ
7、irements.Fromtheverybeginning,contributionsmadetotheculturalsectorbythemarketingdisciplinehavebeenverydiverse.However,althoughtheyseemtohavecometoaconsensus~~~~~inthescientificworldabouttheideathatthemanagementofculturalidentitiespresentssuchspecialcharacteristicsthatmakeitco
8、nsiderablydifferent(VossandVoss,2000;Colbert,2001;JohnsonandGarbarin
