Relationship Marketing: Theory and Implementation

The field of relationship marketing can be viewed as a sub-area of market focused management. In this issue, we present some cutting edge work on relationship marketing (RM). At the most simple level, RM strategy prescribes that it is more effective to invest in long-term customer interactions than to rely on a series of potentially unrelated, one-time exchanges. In practice, however, RM is not that simple to implement. There are multiple stakeholders to consider, and organizations must make certain that value is provided for all members of a potential partnership. Here, we consider several strands of relationship marketing, including the concepts of: customer relationship management, stakeholder theory, affinity marketing, promotional incentives, strategy, and leadership.     

关系营销：传统营销理论的新发展

传统营销理论的演进和传统营销理论的局限性。关系营销理论的演进以及对传统营销理论的变革和发展。     

关系营销理论评述与本土化新解

关系营销作为对传统交易营销的发展早已引起学界的广泛关注和讨论.本文梳理了关系营销的概念及理论体系,对现有概念及体系进行评述,并结合华人社会的关系研究,探讨了关系营销概念的本土化问题,提出对关系营销的本土化新解,指出了本土化的研究方向.     

The Internet and Its Relationship to Buyer Behavior Theory

ABSTRACT

The Internet is the newest, most-rapidly changing and fastest-growing buying medium existing today. Its markets are increasing in number and complexity, more nearly reflecting the population in general. A valuable academic model for Internet marketers to consider when developing a business plan is an early buyer behavior model developed by Phillip Kotler, his Input-Output Model. Internet marketers should investigate outside influences on the potential buyer (Kotler's Inputs), means of reaching the prospect effectively (channels), the buyer's frame of mind (processor), and the choices available (outputs). Current “e-tail” examples are given for each of the four components in Kotler's model. Consulting companies that can assist marketers in attracting buyers have found the following techniques helpful: developing or fine tuning Internet sites, developing site-partnering strategies and online focus groups, as well as providing programs that watch prospects as they peruse a site.     

社会营销与关系营销的理论对比分析

本文通过对社会营销观念和关系营销观念的理论对比,找出两种营销观念在理论和观点上的联系与区别,并对两种观念在具体实践中的应用进行了分析,对企业树立科学发展观,追求社会与企业的可持续发展具有极其重要的现实意义。     

消费者敌意:跨地域营销研究的新方向

消费者敌意研究指出国家间的经济和政治矛盾会影响购买意愿,由于历史和国情等因素,我国与美、欧、日等主要贸易国长期存在类似矛盾,但是还没有从营销的角度得到学界和企业的重视。为了帮助企业界认识、理解和应对消费者敌意,文章从消费者敌意的概念、影响因素、结果变量和理论基础研究消费者敌意的特征和作用机理,进行分析和阐述。     

关系营销导向:量表的重新设计与检验

基于关系营销理论和前人关于关系营销导向的论述与测量,针对关系营销导向测量中存在的问题,本文设计了一个新的关系营销导向量表,并以营销渠道中制造商与其经销商的关系为背景,检验和评估了新量表的信度与效度。结果发现:新量表在内部一致性、表面效度、内容效度、内敛效度、判别效度和工具效度等都达到了测量的要求。最重要的是,新量表修改了原有量表的用语,使其更符合关系营销导向的内涵,弥补了原有量表缺乏表面效度的缺陷。     

Pre-Production Relationship Marketing

Abstract

The benefits of relationship marketing and customer relationship management have been well documented in the marketing literature and in business practice. Relationship marketing instruments (RMIs) are specific methods that can help bring about those benefits. The authors describe a unique type of RMI, one that can be used prior to product or service production. Designed to market season tickets for new or remodeled professional football stadiums before the stadium is built, Permanent Seat Licensing has been used effectively over the past decade for nine National Football League teams. The authors propose that this type of pre-production RMI has possible application for marketers of other products and services .     

Theory of Marketing

No abstract available for this article.     

Relationship Marketing and Association Management

Executives of associations, clubs, and professional societies need to understand and utilize a marketing oriented approach to managing their organizations. Marketing is not just selling a product; it is the sensitivity and commitment to align the organization's purpose to satisfying its members. Associations' success depends on maintaining its current members, attracting new members, and invoking involvement. Since associations do not usually offer a "product," it is necessary that they concentrate on presewing and serving their membership through quality service. This paper explains the importance of implementing a marketing orientation as well as the value of improving marketing efforts for associations.     

当代市场营销理论与实践刍议

在当代市场营销理论与实践中,其理论与实践的研究日趋成熟和完善,但存在着研究内容、营销理念、营销策略等一系列模棱两可的认识,存在着这样或那样的误区,或是认识的角度值得商讨,或是认识需要更新,必须引起重视,必须重新思考。     

关系营销内涵与运作策略分析

<正>一、关系营销的内涵与特征关系营销最先由美国的营销学学者巴巴拉·本德·杰克逊于1985年提出的。他认为交易营销更适合于"短浅眼光和低转换成本的顾客",而关系营销则投资用于"具     

关系营销理论与顾客关系管理

关系营销将建立和发展与相关个人、企业组织的关系作为市场营销的关键变量 ,把握了现代市场竞争的时代特点 ,体现了电子商务时代的互动性、合作性和个性化发展趋势。因特网作为一种有效的双向沟通渠道 ,使企业与顾客之间可以实现低成本、高效率的沟通和交流 ,为关系营销提供了有效的技术保障。在电子商务时代 ,抢占市场的关键已从管理营销组合转变为企业与顾客的互动关系管理 ,顾客关系管理为关系营销提供了有效的技术支持     

关系营销导向研究:回顾与展望

关系营销导向是企业对关系营销理念的执行,是其获得可持续竞争优势和卓越绩效的关键因素。从关系营销导向的内涵、关系营销导向的测量及关系营销导向与企业绩效的关系三个方面,对国内外的相关文献进行了系统、全面的回顾和评述,在此基础上对未来可能的研究方向进行了展望。     

Marketing Relationship Management: Antecedents to Survival and Dissolution

ABSTRACT

Though investing in relationships in order to continue them seems intuitive, is every relationship worth further investment? For those partnerships in unstable conditions, it is important to know which ones are headed for dissolution and which ones have the potential to survive.

In addition to assessing the economic value of continuing a partnership, this paper argues that the behavioral quality of a relationship should also be considered if relationship management is to be successful. A Partnership Survival Framework (PSF) is offered, wherein conflict response behaviors are shown to be predictive of not only survival but also the quality of a relationship. Here, the PSF is proposed and tested. Support is found for the framework and theoretical and managerial implications are discussed.     

Relationship Marketing and Consumers: A Social Dilemmas Approach

In this article a Social Dilemmas approach is taken toward relationship marketing, and consumer and seller behavior. This approach offers several advantages. It explicitly takes into account the dilemma that results from the differences in interests between consumers and sellers, as well as their interdependency and tendency toward opportunistic behavior. It focuses simultaneously on the two parties in dynamic interaction. It therefore provides a more generic and encompassing perspective than the common consumer behavior perspective, or the one-sided emphasis in marketing on seller activities. In contrast to a non-marketing (or selling) orientation of sellers, both transaction and relationship marketing seek a cooperative win-win solution to the consumer-seller dilemma. This requiresboth parties to compromise and cooperate and refrain from non-cooperation. Cooperative and non-cooperative consumer and seller behaviors are described. In addition, the SD-approach suggests some factors that influence interactions, transactions and relationships between consumers and sellers and may stimulate cooperation in real-life commercial dilemma situations. Some implications for marketing and consumer behavior theory and research, and marketing practice are discussed.     

论市场营销策划

市场营销策划属于经济策划的范畴,作为一种高智力的思维活动,其基本特征表现为目的性、超前性、创造性和竞争性等。营销策划在现代市场经济中发挥越来越重要的作用。精心策划,打造品牌,塑造形象,是企业在激烈竞争的市场中立于不败的根本保证。     

Examining the Relationship Marketing,Marketing Productivity Paradigm

Abstract

The authors examine the relationship marketing research literature and identify three schools of thought regarding relationship marketing. The Inter-organizational, customer relationship, and customer valuation research perspectives are described and representative studies are discussed. The predominant conceptual approaches to marketing productivity in the research literature are identified and described. The shareholder value model of Srivastava, Shervani, and Fahey (1998) is selected as the most useful conceptual framework linking relationship marketing and marketing productivity. The linking constructs of customer equity and brand equity are identified as the critical conceptual connections between relationship marketing and marketing productivity. A research agenda is suggested, covering both conceptual and operational issues for further development of both relationship marketing and marketing productivity.     

Relationship Marketing and Sustained Competitive Advantage

This paper examines four perspectives of relationshipmarketing that have been discussed in the marketing literaturein recent years and which are being touted as sources of long-termprofitability for organizations. We examine each of the fourperspectives (locking in customers, customer retention, databasemarketing, and building strong, close, positive relationships)to assess their potential for achieving a sustained competitiveadvantage. Our analysis suggests that only those organizationsthat build strong, close, positive relationships with their customershave the potential to develop a sustained competitive advantagethat may lead to above normal performance.     

论物流与市场营销的关系

物流与市场营销之间存在密切的内在联系,即物流对市场营销的影响和市场营销对物流的影响,具体表现在实现产品价值、顾客服务、实现顾客满意度、维系顾客忠诚度等方面。做好物流管理能够有效地促进营销战略地实施。成功的市场营销战略有利于促进物流管理工作,降低企业的物流成本。