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1、标题:FromMarketingMixtoRelationshipMarketing:TowardsaParadigmShiftinMarketing原文:Themarketingmixmanagementparadigmhasdominatedmarketingthought,researchandpracticesinceitwasintroducedalmost40yearsago.Today,thisparadigmisbeginningtoloseitsposition.Newapproacheshavebeenemerginginmarketingresearch.The
2、globalizationofbusinessandtheevolvingrecognitionoftheimportanceofcustomerretentionandmarketeconomiesandofcustomerrelationshipeconomics,amongothertrends,reinforcethechangeinMainstreammarketing.Relationshipbuildingandmanagement,orwhathasbeenlabeledrelationshipmarketing,isoneleadingnew.Thisarticle
3、isbasedonaninvitedpaperpresentedatthe1stInternationalColloquiuminRelationshipMarketing,MonashUniversity,Melbourne,Australia,1-3August,1993.Aparadigmshiftisclearlyunderway.Inservicesmarketing,especiallyinEuropeandAustraliabuttosomeextentalsoinNorthAmerica,andinindustrialmarketing,especiallyinEur
4、ope,thisparadigmshifthasalreadytakenplace.Bookspublishedonservicesmarketingandonindustrialmarketingaswellasmajorresearchreportspublishedarebasedontherelationshipmarketingparadigm.Amajorshiftintheperceptionofthefundamentalsofmarketingistakingplace.Theshiftissodramaticthatitcan,nodoubt,bedescribe
5、dasaparadigmshift.MarketingresearchershavebeenpassionatelyconvincedabouttheparadigmaticnatureofmarketingmixmanagementandtheFourPmodel.TochallengemarketingmixmanagementasthebasicfoundationforallmarketingthinkinghasbeenashereticasitwasforCopernicustoproclaimthattheearthmoved.Thepurposeofthisrepor
6、tistodiscussthenatureandconsequencesofthedominatingmarketingparadigmoftoday,marketingmixmanagementofthemanagerialschoolandhowevolvingtrendsinbusinessandmodernresearchinto,forexample,industrialmarketing,servicesmarketingandcustomerrelationshipeconomicsdemandarelationship-orientedapproachtomarket
7、ing.Relationshipbuildingandmanagementarefoundtobeanunderlyingfacetintheresearchintotheseareas.Relationshipmarketingissuggestedasonenewmarketingparadigm,andanumberofconsequencesformarketingandmanagementofarelationship-typemarketing