摘要
针对当前西方营销学界中营销管理学派和关系营销学派的学术论争,从营销历史的变迁分析入手,得出结论:营销管理是关系营销的基础,关系营销是营销管理的发展而不是取代,是营销管理发展的必然趋势。
The argument between relationship marketing school and marketing management school is still on its way in Western countries. The paper points out that, marketing management is the base of relationship marketing. Relationship marketing, which is the trend, is one kind of development of the marketing management , not it's replacement.
出处
《云南财贸学院学报》
2004年第5期88-91,共4页
Journal of Yunnan Finance and Trade Institute
关键词
营销
营销管理
关系营销
Marketing
Marketing Management
Relationship Marketing
