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1、標(biāo)題：FromMarketingMixtoRelationshipMarketing:TowardsaParadigmShiftinMarketing原文：Themarketingmixmanagementparadigmhasdominatedmarketingthoughtresearchpracticesinceitwasintroducedalmost40yearsago.Todaythisparadigmisbeginning

2、toloseitsposition.Newapproacheshavebeenemerginginmarketingresearch.Theglobalizationofbusinesstheevolvingrecognitionoftheimptanceofcustomerretentionmarketeconomiesofcustomerrelationshipeconomicsamongothertrendsreinfcethec

3、hangeinMainstreammarketing.Relationshipbuildingmanagementwhathasbeenlabeledrelationshipmarketingisoneleadingnew.Thisarticleisbasedonaninvitedpaperpresentedatthe1stInternationalColloquiuminRelationshipMarketingMonashUnive

4、rsityMelbourneAustralia13August1993.Aparadigmshiftisclearlyunderway.InservicesmarketingespeciallyinEuropeAustraliabuttosomeextentalsoinNthAmericainindustrialmarketingespeciallyinEuropethisparadigmshifthasalreadytakenplac

5、e.Bookspublishedonservicesmarketingonindustrialmarketingaswellasmajresearchreptspublishedarebasedontherelationshipmarketingparadigm.Amajshiftintheperceptionofthefundamentalsofmarketingistakingplace.Theshiftissodramaticth

6、atitcannodoubtbedescribedasaparadigmshift.MarketingresearchershavebeenpassionatelyconvincedabouttheparadigmaticnatureofmarketingmixmanagementtheFourPmodel.Tochallengemarketingmixmanagementasthebasicfoundationfallmarketin

7、gthinkinghasbeenashereticasitwasfCopernicustoproclaimthattheearthmoved.Thepurposeofthisreptistodiscussthenatureconsequencesofthedominatingmarketingparadigmoftodaymarketingmixmanagementofthemanagerialschoolhowevolvingtren

8、dsinbusinessmodernresearchintofresearcherlookingftenurepromotiontoquestionithasbeentostickouthishernecktoofar.ProspectiveauthsoftextbookswhosuggestanotherganizationthantheFourPsolutionftheirbooksarequicklycrectedbymostpu

9、blishers.Asaresultempiricalstudiesofwhatthekeymarketingvariablesarehowtheyareperceivedusedbymarketingmanagershavebeenneglected.Meoverstructurehasbeenvastlyfavedoverprocessconsiderations.Inmarketingeducationteachingstuden

10、tshowtouseatoolboxhasbecomethetotallydominatingtaskinsteadofdiscussingthemeaningconsequencesofthemarketingconcepttheprocessnatureofmarketrelationships.Marketinginpracticehastoalargeextentbeenturnedintomanagingthistoolbox

11、insteadoftrulyexplingthenatureofthefirm’smarketrelationshipsgenuinelycateringtotherealneedsdesiresofcustomers.Aparadigmlikethishastobewellfoundedbytheeticaldeductionempiricalresearchotherwisemuchofmarketingresearchisbase

12、donaloosefoundationtheresultsofitquestionable.Themarketingmixdevelopedfromanotionofthemarketerasa“mixerofingredients”.Themarketerplansvariousmeansofcompetitionblendsthemintoa“marketingmix”sothataprofitfunctionisoptimized

13、rathersatisfied.The“marketingmix”conceptwasintroducedbyNeilBdeninthe1950sthemixofdifferentmeansofcompetitionswassoonlabeledtheFourPs.Themarketingmixisactuallyalistofcategiesofmarketingvariablestobeginwiththiswayofdefinin

14、gdescribingaphenomenoncanneverbeconsideredaveryvalidone.Alistneverincludesallrelevantelementsitdoesnotfiteverysituationitbecomesobsolete.indeedmarketingacademicseverynowthenofferadditional4Pstothelistsincetheyhavefoundth

15、estard“tabletoffaith”toolimited.ItisbythewayinterestingtonoticethatsincetheFourPsweredefinitelycanonizedsometimeintheearly1970snewitemstothelistalmostexclusivelyhavebeeninthefmof4Ps.Advocatsofthemarketingmixmanagementpar

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