On the marketing management and relationship marketing.docVIP

 PAGE \* MERGEFORMAT 3 On the marketing management and relationship marketing   Abstract: In view of the current Western marketing academics in the marketing, management and relationship marketing school of thought represented the academic debates, from the marketing changes start with the conclusion: Marketing management is the foundation of relationship marketing, relationship marketing is a marketing management rather than replace, is inevitable development trend of marketing management.   Keywords:: marketing form; marketing changes; marketing management towards     1, relationship marketing, marketing management school of the school of criticism   3, our view: Relationship Marketing is a marketing management   in predicting the outcome of this debate and draw conclusions, may wish to compare to the system of marketing management and relationship marketing similarities and differences between the two models (Table 1).   From Table 1, we can easily see, marketing management and relationship marketing is quite similar, both believe that marketing is the exchange relations of mutual satisfaction, both are customer-oriented marketing, both from the school to find the development of the source, and both are from a variety of subjects such as management, mental discipline to find nutrients; The difference is a reflection of the functions and philosophy, tactics and strategy, and practice their own emphasis on the just. Marketing management and relationship marketing battle was supposed to be competition between gentlemen, but that the two against each other artificially can not see the inherent logical connection between that relationship marketing is a marketing management alternative to this school between the academic dispute as a prelude to the revolution of marketing is undoubtedly the desecration of marketing. We need to market both as a business philosophy, but also as an operational functions. Marketing as a business funct