The impact of relationship marketing orientation on marketing innovation

Abstract

Abstract: A framework is developed for deducing the relationship among Relationship Marketing Orientation(RMO), knowledge integration, and marketing innovation, and the impact of the dimensions of RMO and some related markets on marketing innovation is studied. The research results indicate that customers, suppliers, internal market, and other related market are the important source of knowledge and innovation; by applying trust, commitment, communication, and reciprocity, the businesses are able to strengthen the links with the related markets and acquire market knowledge efficiently. Specifically, the importance of knowledge integration to the success of marketing innovation is highlighted.

Key words: RMO, marketing innovation, related market, knowledge integration

CLC Number:

F713.50

Li Yinghao. The impact of relationship marketing orientation on marketing innovation[J]. Science Research Management, 2012, 33(3): 42-48.

References

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