Relationship Marketing: a Choice for Enterprises to Challenge the Operating Environment
The changes in marketing environment bring about constantly changes and progresses in marketing theory and practice. According to the views of Christopher Martin, the processes of marketing development can be summarized as period of consumer marketing, period of industrial marketing strategy, period of the non-profit department and social marketing, period of service marketing, period of relationship marketing and the management the relationship between customers. Based on the work of relationship out the theory of relationship marketing and the definition of relationship marketing, the viewpoint of this paper is that relationship marketing is a choice for enterprises to meet the challenges of the marketing environment. The changes from the marketing environment require enterprises to transfer the strategies from transaction to relationship, from the satisfaction and loyalty of customers to the values of customers, from attracting new customers to attracting new customers and retaining old customers simultaneously, from the limit of customers markets to concerning the internal as well as external marketing, from the quantity of sale to the quality, customer service and marketing.
marketing environment relationship marketing value of customers challenges of environment
SUN Huimin OUYANG Xiaozhen
School of Economics and Management,Wuhan University,Hubei,Wuhan,430072,china
国际会议
2008 International Conference of Management Science and Engineering(2008管理科学与工程国际学术会议)
河南焦作
英文
1375-1382
2008-11-01（万方平台首次上网日期，不代表论文的发表时间）