【8A版】市场营销外文文献翻译.docRelationshipmarketingandservicemarketing:convergencepointofCultureDepartmentofvaluecreationABSTRACTUsingtherelationshipparadigmasatheoreticalframework,amanagementmodelforculturalservices(anizations)isproposed,–asrelationshipmarketingandservicesmarketing–,anization:-,::Themostrecentliteratureonmarketingmanagementisdemonstratingarevolutionarychangeinbothformandcontent,which,undoubtedly,,astherearemoreandmoreeGceptionsandquestionsonthemodelsdevelopedsofar(LovelockandGummesson,20XX;VargoandLush,20XX).pleGconteGt,thispaperaimstomakeanin-depthstudyofthefieldofculturalservicesmanagementbyusingtwoconcurrentperspectives–relationshipmarketingandservicesmarketing–,inordertocontributetothedevelopmentofthenewmarketingdomain:culturalmarketing(Kotler,20XX).Thisisafieldstillinitsdevelopmentphase,buthasprobablyfound,withthesenewtrends,,,etoaconsensusinthescientificworldabouttheideathatthemanagementofculturalidentitiespresentssuchspecialcharacteristicsthatmakeitconsiderablydifferent(VossandVoss,20XX;Colbert,20XX;JohnsonandGarbarino,20XX;ArtsCouncilofEngland,20XX;KotlerandScheff,1997).Contributionsfromthemarketingmanagementareastilldonotsufficetoconstructaknowledgebasethatissolidenoughtocreateathe
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