Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2000 | nr 1 | 10
Tytuł artykułu

A Marketing Turning Point Relationship Marketing: 4 PS → Is +/- → 1R +

Warianty tytułu
Języki publikacji
There exist various conceptions of relationship marketing, from the Nordic School of Service Marketing to US scholars [e.g. L.L. Berry] and Canadian researchers [I. Gordon]. My main thesis is that their works lack a coherent framework because authors are concentrating only on the behaviour aspects of relationships. In this paper the author attempts to go deeper and present a philosophy of relationship marketing starting from service foundation and therefore treating service relation as a model. The author stresses that in a posttotalitarian and technological age, when we are discussing about relationships we must keep in mind the anthropologic presuppositions. (original abstract)
Opis fizyczny
  • Gronroos Ch., Key-Note Paper, From Marketing Mix to Relationship Marketing: Towerds a Paradigm Shift in Marketing, Internet conference: MCB University Press.
  • Murdoch I., The Sovereignity of Good, Routledge and Kegan Paul Ltd. 1970.
  • Gummesson E., Relationship Marketing: its role in the service economy, in: W.J. Glynn, J.G. Barnes, eds. Understanding Services Management, J. Wiley & Sons, 1995.
  • Gummesson E., Relationsmarknadsforing: Fran 4P till 30Rt Liber-Harmods, Malmo 1995.
  • Gummesson E., Realtionship Marketing: von 4P zu 30 R, Verlag Moderne Industrie, 1997.
  • Scheler M., Der Formalismus in der Ethik und die materiale Wertethik. Neuer Versuch der Grundlegung eines ethischen Personalismus, 5 Auflage, Samtliche Werke, B. 2, Bern - Munchen 1966.
  • Wesen und Formen der Sympathie, hrsg. von M.S. Frings, Francke Verlag, Bern 1955.
  • Buber M., Ich und Du, in: Werke, 1-, Munchen-Heidelberg 1962-1964.
  • Morgan G., Emotional Intelligence, first edition, 1995.
  • de Chardin T., Oeuvres, vol. 1: Le Phenomene humain, Edition du Seuil, Paris 1955, vol. 7, L' Activation de l'Energie, Paris 1963.
  • Gronroos Ch., Service Management and Marketing, Lexington Books 1990.
  • Vadermerwe S., From Tin Soldiers to Russian Dols. Creating added value through services, Butterwoth - Heinemann Ltd. 1993.
  • Normann R., Ramirez R., Designing Ineractie Strategy, J. Waley & Sons, 1994.
  • Crosby L.A., Building and Maintaining Quality in the Service Relationship, in: Service Quality, Multidisciplinary and Multinational Perspectives, Lexington Books 1991.
  • Yeung I., Tung R., Achiving Business in confusion Societes: the importance of guanxi, Organisational Dinamics, Autumn 1996.
  • Amber T., Reflections in China: re-orienting images of marketing, Marketing Management, Summer 1995.
  • Palmer A., Defining Relationship Marketing: an international perspective, Internet MCB conference:
  • Popper K.R., A World of Propensities: Unended Quest. An Intellectual Autobiography, Collins Sons and Co., Glasgow, 1982.
  • Hirschman A., Exit, Voice and Loyalty. Responses to Decline in Firms, Organizations and States, Harvard University Press, 1970.
  • Irons K., The World of Superservice. Creating profit through a passion for customer service, Addison-Wesley, 1996.
Typ dokumentu
Identyfikator YADDA

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.