摘要
当前 ,西方营销学界中关系营销学派与营销管理学派正发生着一场声势浩大的学术论战。对于关系营销与营销管理之间的关系 ,我们的观点是 :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。
At present, a heated argument about the relationship between connection marketing and marketing management is taking place in marketing circle of Western countries. Our points on this issue are: marketing management is the base of connection marketing; the latter is one kind of development of the former but not the replacer of the former, which is the necessary developing trend of marketing management.
出处
《广东商学院学报》
2001年第6期14-18,共5页
Journal of Guangdong University of Business Studies
关键词
关系营销
营销管理
历史变迁
connection marketing
marketing management
historical change
