“Relationship marketing” and the “markets‐as‐networks approach”—a comparative analysis of two evolving streams of research
“Relationship marketing” and the “markets‐as‐networks approach”—a comparative analysis of two evolving streams of research
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“关系营销”和“市场即网络方法”——对两个不断发展的研究流的比较分析
DOI：
10.1080/0267257x.1997.9964485
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发表时间：
1997
影响因子：
4.4
通讯作者：
L. Mattsson
中科院分区：
文献类型：
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作者：
L. Mattsson
早在市场营销学者对关系营销的关注增加之前，欧洲市场营销学者就开发了一种网络方法来研究工业市场，这种方法也基于卖方和买方之间的关系作为一个基本概念。本文旨在分析关系营销研究与网络营销研究的异同。在对关系营销的定义、实证和研究基础、与治理结构和营销组合方法相关的属性以及研究议程中涉及的主要问题进行比较分析后，得出的结论是：关系营销在其有限的解释中只是营销组合方法的发展。关系营销在其扩展的解释是，或者更确切地说，可以成为，接近市场作为网络的方法。然而，网络研究的基本属性“嵌入性”在关系营销中却基本缺失。把关系营销作为一个通用的概念来发展...
Predating the increased attention by marketing academics on relationship marketing, European marketing scholars developed a network approach to the study of industrial markets that is also based on relationships between seller and buyer as a fundamental concept. This article aims to analyse the similarities and the differences between relationship marketing studies and network studies. After comparative analyses of definitions, empirical and research foundations, attributes related to governance structures and to the marketing mix approach and of major issues addressed in the research agendas, the conclusion is: relationship marketing in its limited interpretation is just a development within the marketing mix approach. Relationship marketing in its extended interpretation is, or rather could become, close to the markets‐as‐networks approach. However the basic attribute in network studies of “embeddedness” is largely missing in relationship marketing. To develop relationship marketing as a generic concept...