Earticle

초록

영어

With the growth of network economy, the relational exchanges are common and are increasing in an unprecedented way. Especially, service industries like telecommunication business have undergone enormous environmental and managerial change. The purpose of this paper is to explore marketing productivity from the perspective of relationship marketing and to introduce RM-based marketing productivity and present future directions for it. We review the current research trend on relationship marketing and marketing productivity. Characteristics of telecommunications business are addressed and some telecommunication industry-specific issues are also discussed from the perspective of relationship marketing and marketing productivity. Case analysis of Korean and foreign telecommunication companies are also conducted. Through literature and case studies, the conclusion is drawn that the concept of marketing productivity for customer retention is as important as the concept of marketing productivity for customer acquisition and more proactive and customer-oriented approach should be taken for companies to get a competitive edge and long-term survival and growth. This attempt can shed light on the future development of conceptual framework and empirical researches on marketing productivity under the relationship-centric context. Finally, some theoretical and managerial implications on this subject are also discussed.

목차

I. 서론
 II. 이론적 고찰
 III. 정보통신 서비스 마케팅 생산성
 IV. 국내외 사례 분석
 V. 결론
 〈참고문헌〉
 Abstract

키워드

저자

• 홍성태 [ Seong Tae HONG | 상명대학교, 경영대학 국제통상학과, 교수 ]
• 한영도 [ Yeong Do HAN | 상명대학교 대학원 국제통상학과, 박사과정 수료 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  생산성연구: 국제융합학술지 [Productivity Research: An International Interdisciplinary Journal]

• 간기

  격월간

• pISSN

  1225-3553

• 수록기간

  1987~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 330