当代关系营销发展特征综述分析  

A Literature Review of Modern Relationship Marketing

作　　者：李蓉源[1] 

机构地区：[1]广东农工商职业技术学院,广东广州510507

出　　处：《广东广播电视大学学报》2013年第2期100-103,108,共5页Journal of Guangdong Radio & Television University

摘　　要：随着市场营销理论的发展,关系营销作为一种新的市场营销理念被引入到产业实践中。通过对过去40年当代关系营销发展的文献综述与批判性讨论,分析传统营销到关系营销发展中存在的核心问题,指出关系营销的适用行业,进而剖析关系营销理论与实践的未来发展趋势。tremendous changes have been taken place in the field of marketing study in the last 4 decades. New schools of marketing have been developed and established through industrial observation and practices. This paper, through the literature review of marketing, discusses the development of relationship marketing in hospitality industry. It aims to shed light to the future researchers in both relationship marketing theories and its approach---customer relationship management.

关 键 词：市场营销 传统营销 关系营销 客户关系管理 

分 类 号：F713.50[经济管理—市场营销]