毕业论文市场营销外文文献翻译

毕业论文市场营销外文文献翻译

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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

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