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1、0外文翻譯外文翻譯原文原文Title:RELATIONSHIPMARKETINGSERVICESMARKETING:TWOCONVERGENTPERSPECTIVESFVALUECREATIONINTHECULTURALSECT.EMPIRICALEVIDENCEONPERFMINGARTSCONSUMERSINSPAINMaterialSource:(C)InternationalReviewonPublicNonProfitMark

2、etingvol.4no12(December2007)pp.101115.101Auth:MaraJosQueroABSTRACT:Usingtherelationshipparadigmasatheeticalframewkamanagementmodelfculturalservices(relationshipmarketingofculturalganizations)isproposedwhatisanunprecedent

3、edcontributioninthemarketingfield.Bycombiningtwoconvergentperspectives–asrelationshipmarketingservicesmarketing–themodelisstructuredonthebasisoftwolargetypesofrelationshipsinthemanagementofaculturalganization:instrumenta

4、lrelationshipsgrouprelationships.Thepaperisanindepthstudyofrelationshipsregardingperfmingartsaudience.Atheeticalempiricalapproachwasappliedincludingfacetofaceinterviewsto1005perfmingartsconsumerstelephoneinterviewstoasam

5、pleof2005individualsinSpain.Keywds:Culturalmarketingperfmingartsservicesrelationshipmarketingservicesmarketingcustomerrelationships.1.INTRODUCTION:Themostrecentliteratureonmarketingmanagementisdemonstratingarevolutionary

6、changeinbothfmcontentwhichundoubtedlywillresultinseveralresearchprojectsintheshttermaimedatsheddingsomelightonthisdilemma.Traditionalmanagementmodelsparadigmsdonotadapttotherequirementsofnewproductsastherearememeexceptio

7、nsquestionsonthemodelsdevelopedsofar(LovelockGummesson2004VargoLush2004).Inthiscomplexcontextthispaperaimstomakeanindepthstudyofthefieldofculturalservicesmanagementbyusingtwoconcurrentperspectives–relationshipmarketingse

8、rvicesmarketing–indertocontributetothe2interactionsinwksofrelationships”asastartingpointthemanagementofaculturalganizationisunderstoodasbeingnecessarilydeterminedbyamultitudeofagentsinthemarketbeincludedintheganization’s

9、planningprocesssincethevalueofthefinalproductisgoingtodependonthemtoalargeextent.Theroleoftheinterestgroupsintheplanningprocessoftheganizationsisoneoftheleastcultivatedareasofrelationshipmarketing(HenningThurauHansen2000

10、).PayneHolt(2001)explicitlyrefertothisdeficiency:“understinglongtermrelationshipswithbothcustomersotherstakeholdergroupshasbeenneglectedinthemainstreammarketingliteraturemanagingtheganization’sinternalexternalrelationshi

11、psneedstobecomeacentralactivitythiscentralactivityisrelationshipmarketing”.Wearefacedtherefewithanewscenarioinwhichonetoonemarketinghasgivenwaytomanytomanymarketing(Gummesson2004)inotherwdsplanningrelationshipswithindivi

12、dualshasevolvedtoplanningrelationshipswithcollectiveswithinteractionwks.Ontheotherheitherwhencontributionsinthefieldofculturalmarketingdonotrecdenoughstardizationvolumetobegroupedintrendsschoolstheydoshareavalue:theimpta

13、nceofrelationshipsintheirmanagement.Contributionsmadeinthisareaareverydiverseinmostcasesfocusingonrelationshipswithcustomers(relationshipswiththeperfmingartsaudience).GarbarinoJohnson(1999)usethestageofanoffBroadwaytheat

14、reinNewYktoexplethetransactionrelationshipcontinuumproposedbyGronroos(1995)toconcludethattheperfmingartsaudiencehasdifferentbehaviouralprofilesdependingontherelationshipsdevelopedwiththeganizationspecifically“inaconsumer

15、environmentinwhichcustomersreceivehighlysimilarservices[...]therearesystematicdifferencesintherelationalismofdifferentcustomergroups”.Rentschleretal.(2001)alsoconsideredanempiricalapproachtorelationshipswiththeaudienceof

16、perfmingartsganizationsinAustralia:“whatartsganizationsneedtoconsideriswhethertheexpenseofhavinghighsingleticketsalesissustainableifnotwhattodoaboutit”.3.THEPRODUCTRELATIONSHIPSWITHCUSTOMER’SSUGGESTIONSONAMODELFTHERELATI

17、ONSHIPMANAGEMENTOFCULTURALSERVICES:Relationshipswiththeaudiencearethecentralcomponentintheconfigurationoftherelationshipmarketingmanagementmodelfculturalganizations.Thiscentralplaceissharedwiththeculturalproductwhosegene

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