| 论关系营销中的道德决策 |
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| 引用本文： | 徐岚. 论关系营销中的道德决策[J]. 商业经济与管理, 2005, 0(5): 55-58,65 |
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| 作者姓名： | 徐岚 |
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| 作者单位： | 武汉大学,武汉,湖北,430072 |
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| 摘 要： | 本文在分析亨特和维特尔营销道德理论模型，探讨其在关系营销应用中出现的缺陷的基础上，试图构建一个关系营销中的道德决策模型作为补充，并结合现实环境对企业营销道德决策过程进行了分析。
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| 关 键 词： | 关系营销 道德决策 亨特-维特尔营销道德理论模型 |
| 文章编号： | 1000-2154(2005)05-0055-04 |
Ethical Decision Making in Relationship Marketing |
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| XU Lan. Ethical Decision Making in Relationship Marketing[J]. Business Economics and Administration, 2005, 0(5): 55-58,65 |
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| Authors: | XU Lan |
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| Abstract: | Based on the analysis of Hunt-Vitell general theory of marketing ethics and its shortcomings when applied to relationship marketing, this paper attempts to construct a complementary ethical decision making model in relationship marketing and makes an analysis of ethic decision making process in reality. |
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| Keywords: | relationship marketing ethical decision making Hunt-Vitell general theory of marketing ethics |
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