The Chinese Approach to the Relationship Marketing (GUANXI)
AbstractIn the working out from theoretical point of view are considered and interpreted the main principles of Guanxi as a reverberation of the Relationship marketing in the context of the Chinese community. Especially it is taken into consideration the social-ethic philosophy and the economical rationality of that specific cultural phenomenon. It is done comparative characterization between the Relationship marketing and Guanxi and the opportunities for practical application in the management and in the marketing are deduced.
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Bibliographic InfoArticle provided by Bulgarian Academy of Sciences - Economic Research Institute in its journal Economic Studies.
Volume (Year): (2007)
Issue (Month): 3 ()
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Sheth, Jagdish N. & Parvatiyar, Atul, 1995. "The evolution of relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 397-418.
- Steve Lovett & Lee C Simmons & Raja Kali, 1999. "Guanxi Versus the Market: Ethics and Efficiency," Journal of International Business Studies, Palgrave Macmillan, vol. 30(2), pages 231-247, June.
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