关于关系营销理论发展的理性思考
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外国经济与管理 2004 年 第 26 卷第 06 期, 页码：20 - 25
摘要
参考文献
摘要
关系营销理论经过 2 0年左右的发展 ,人们对顾客保持的重要性以及关系营销理论适用性的认识不断加深 ,但关系营销理论自身的不足和应用上的局限性也开始显现。本文在综述了学术界对关系营销范式转变的基础上 ,从关系营销自身的分散性以及适用范围的局限性等角度 ,探讨了关系营销理论本身存在的不足 ,提出了从内部、横向和纵向角度对关系营销理论加以整合的观点。
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引用本文
袁国华. 关于关系营销理论发展的理性思考[J]. 外国经济与管理, 2004, 26(6): 20–25.
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