摘要
国内外学者通常将交易营销和关系营销视为对立的范式加以研究,这对企业的营销实践产生了不利的影响,营销组合理论也受到越来越多的质疑。作者在文献回顾的基础上指出营销组合并没有过时,它同样适用于管理客户关系,并基于营销组合理论提出了拓展的概念性框架。新的框架遵循了新的营销主导逻辑,并兼顾了关系营销在理论上的最新视角和交易营销在实践上的优势。
The paradigm conflict between transaction marketing and relationship marketing has negative impact on marketing practice. Although a considerable number of academic scholars criticize and attack the traditional marketing mix theory, the author finds that marketing mix still dominate the marketing practices and should be more useful. Based on new dominant logic of marketing, this paper proposes a new broadening framework of marketing mix, which integrates the perspective of relationship marketing and the practical advantage of traditional marketing mix.
出处
《中央财经大学学报》
CSSCI
北大核心
2008年第11期79-83,共5页
Journal of Central University of Finance & Economics
关键词
营销组合
交易营销
关系营销
价值
Marketing mix Transaction marketing Relationship marketing Value
