2007年--外文翻译--永恒的科特勒和博登的理论：关系营销和4P营销理论实质（节选）

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1、5900 汉字， 3300 单词， 1.8 万英文字符  出处： Zineldin M, Philipson S. Kotler and Borden are not dead: myth of relationship marketing and truth of the 4PsJ. Journal of Consumer Marketing, 2007, 24(4):229-241. Kotler and Borden are not dead: myth of relationship marketing and truth of the 4Ps M Zineldin， S P

2、hilipson Introduction Building relationships is how you relate to and communicate with people. Relationships with others have been used from time immemorial to cope with the complexity of everyday life. Relationship marketing is one of the oldest approaches to marketing, yet one of the least underst

3、ood. It is a broad topic and many scholars and researchers have approached it from different perspectives. It is becoming one of those fashionable concepts that every marketer and manager uses but defines in different ways. Over the last decade, considerable emphasis has been placed on the importanc

4、e of relationship marketing. This re-orientation of marketing has been proposed in contrast to the traditional approach, transactional marketing. Relationship marketing aims at creating a client relationship from the start to satisfy and retain existing customers, while transactional marketing tries

5、 to make the sale and find new customer . A considerable number of academic scholars have devoted a considerable amount of time and effort to criticize and attack the traditional marketing mix theory. Success does not come solely from the manipulation of marketing mix elements but by building a long

6、-term relationship between buyer and seller (Ford et al. 1986). The marketing mix approach is considered too limited. The marketing mix approach is not adequate in meeting the requirements of the marketing concept. Zineldin says that the marketing mix theory is not transferable to the services sector. Rafiq and Ahmed (1992) argue that this criticism of the 4Ps can be extended to include industrial marketing. Their argument is that the 4Ps do not take sufficient account of building a long-term relat