过去的二十年里,一种被称为关系营销(Relationship Marketing)的研究正逐渐成为营销学与管理学的研究主题。关系营销还不能说已成为主流,但它肯定将成为未来营销学的指导,其影响也是日益显著。另一方面,目前对于组织理论的研究,则主要集中于想象性组织(Imaginary Organization)这一概念上(也有一种提法称之为“虚拟组织”——编者注),它为我们更好地理解关系营销提供了又一个理论资源。关系营销和想象性组织是作为同一理论的两个代表而渐渐出现的。作为两 Over the past two decades, a study called Relationship Marketing is gradually becoming the subject of marketing and management studies. Relationship marketing can not be said to have become the mainstream, but it will certainly become the future marketing guide, its impact is also increasingly significant. On the other hand, the current research on organizational theory mainly focuses on the concept of Imaginary Organization (also referred to as “virtual organization” - Editor’s Note), which is better for us To understand relationship marketing provides yet another theoretical resource. Relationship marketing and imaginative organization emerge as two representatives of the same theory. As two