毕业-论文市场营销外文文献翻译.doc

. . Relationship marketing and service marketing: convergence point of Culture Department of value creation ABSTRACT Using the relationship paradigm as a theoretical framework, a management model for cultural services (relationship marketing of cultural organizations) is proposed, what is an unprecedented contribution in the marketing field. By combining two convergent perspectives–as relationship marketing and services marketing–, the model is structured on the basis of two large types of relationships in the management of a cultural organization: instrumental relationships and group relatio