摘要
运用文献分析方法,首先描绘了关系营销的丛林乱相,接着立足于科学哲学家库恩的"范式"概念,从科学共同体的"信念"、"价值",及"方法"入手,阐释了营销学科的一组核心概念,并构造了一个可以包容关系营销的网络式"传统"营销模型,最后指出关系营销并没有带来营销范式的革命。
Based on the literature review, paradigmatic conflict was elicited as a jungle of relationship marketing (RM), drawing on paradigm and its extension, science community from Kuhn, the paper argues that marketing' s value, belief, and approaches could not be destroyed at all, still it could construct a new network from the traditional marketing in the tentative way, which indicates that RM could be rooted in the Old marketing logically, thus, the paper conclude RM as something invaluable rather than a new paradigm.
出处
《西北大学学报(哲学社会科学版)》
CSSCI
北大核心
2009年第3期64-68,共5页
Journal of Northwest University:Philosophy and Social Sciences Edition
关键词
关系营销
范式冲突
科学共同体
relationship marketing
paradigm conflict
science community