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‘The Complete English Tradesman’ – business relations, trust, and honesty or ‘let’s rethink the history of relationship marketing’.

机译：“完整的英语商人” –业务关系，信任和诚实，或者“让我们重新思考关系营销的历史”。

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Purposeud– This paper aims to provide a close reading of Daniel Defoe’s The Complete English Tradesman. It makes a case that many of the themes that Defoe engages with are consistent with later arguments offered by relationship marketing scholars.ududDesign/methodology/approachud– This is a close reading of one of Defoe’s most popular texts, The Complete English Tradesman. It links this discussion with relationship marketing tenets.ududFindingsud– Defoe pays considerable attention to key relational ideas, including the cultivation of a public perception of business honesty, the need to cater to customer requirements, treating the customer as the “idol” of the practitioner and undertaking a variety of actions to ensure that consumers trust the words and actions of the tradesman.ududPractical implicationsud– This paper highlights how ahistorical debates surrounding relationship marketing have been and calls for a return to the archives.ududOriginality/valueud– This paper supplements existing research that charts the implications for marketing thought of Defoe’s work, extending this via a juxtaposition of his writing with relational tenets.

机译：目的 ud –本文旨在对Daniel Defoe的《完整的英语商人》进行仔细阅读。这说明了笛福所涉及的许多主题与关系营销学者后来提出的论点是一致的。 ud udDesign / methodology / approach ud–这是对笛福最受欢迎的著作之一《完整》的近读。英国商人。 ud udFindings ud–笛福非常重视关键的关系思想，包括培养公众对商业诚信的认识，满足客户要求的需求，将客户视为“从业者的偶像”，并采取各种行动以确保消费者信任商人的言行。 ud ud实践意义 ud–本文着重介绍了围绕关系营销的历史性辩论，并呼吁人们回归到 ud ud原始性/价值 ud–本文对现有研究进行了补充，这些研究绘制了对笛福作品的市场营销思想的暗示，并通过将他的著作与关系原则并列来扩展。

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作者
Tadajewski M.;
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年度 2015
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原文格式 PDF
正文语种 {"code":"en","name":"English","id":9}
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‘The Complete English Tradesman’ – business relations, trust, and honesty or ‘let’s rethink the history of relationship marketing’.

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