Marketing theory based on the relational perspective

Author: Guo Yi, Hou Limin, Qi Haifeng, Xiao Li
Publisher:
Publish Date: 2006-11-01
Features: This book takes the social phenomenon of "relationship" as its research perspective and discusses the significance and role of "relationship" in marketing activities from seven aspects: epistemology, transformation, branding, maintenance, remediation, channels, and comparison. The book's distinctive feature lies in: adopting diversified academic theories and research methods, systematically reviewing and demonstrating the research in the international and domestic marketing fields since the concept of "relationship marketing" was proposed. On this basis, it proposes innovative concepts and frameworks, forming a mutually independent yet interrelated relationship among them.