关系发展与理论基础.pdfVIP

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CHAPTER3

Relationshipmarketing

LISAO’MALLEYandCAROLINETYNAN

IntroductionGummesson,1987).Thisresultedinanewapproach

tomarketing,basedonthecreationandmainte-

nanceofrelationships,becomingpopular.This

Marketingasabodyofknowledgeandanaca-approach,knownasrelationshipm

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