Relationship Culture and Relationship Marketing

Author: Dong Yali
Publisher:
Publish Date: 2006-12-01
Features: The book is divided into three parts and eleven chapters.
Part 1: Relationships and Chinese Relationship Culture
Based on a comprehensive analysis of relationships and relationship culture and their characteristics, this part focuses on the historical origins and roots of Chinese relationship culture. It also summarizes, analyzes, and synthesizes the characteristics of Chinese relationship culture, as well as examines the generalized nature of interpersonal relationships among Chinese people and their manifestations in economic life.
Part 2: Western Relationship Culture and Relationship Marketing
Building on an analysis of the origins of Western culture and its relationship characteristics, this part provides a detailed description of the emergence, development, and overall theoretical framework of Western relationship marketing. It aims to illustrate that Western relationship marketing is both an inevitable evolution of Western marketing theory and a result of the development of Western relationship culture.
Part 3: Relationship Marketing Based on Chinese Culture
While comparing Chinese and Western relationship cultures and relationship marketing, this part emphasizes how to conduct relationship marketing based on Chinese culture. Grounded in the characteristics of Chinese relationship culture and framed by Western relationship marketing, this approach becomes the key to implementing relationship marketing in China and the core of its localization.