toward a reinterpretation of marketing theory : studies of NPO and a concept of relationship

本研究一方面重构了非营利营销的关系概念，另一方面也是对营销理论本身的改革。在市场营销学中，非营利营销没有理论定位，但非营利营销对市场营销学有重要意义。本研究讨论了（1）关系的概念是重要的，因为（2）不可能定义非营利组织，（3）利益相关者的多样性。

This research reconstructed the concept of relationship on nonprofit marketing, and aimed at the reform of the marketing theory itself on the other hand. In marketing study, nonprofit marketing has no theoretical positioning, but nonprofit marketing has important meaning for marketing study. This research discussed(1) the concept of relationship is important, because of(2) the impossibility of a definition of nonprofit, and(3) a stakeholder's diversity.