Relationship Marketing and Guanxi: A Case of Melody Shanghai Women’s Basketball Club
This dissertation aims to demonstrate the roles of relationship marketing and guanxi in a non-profit organisation, Melody Shanghai Women’s Basketball Club, in Shanghai. The case study shows that for the western relationship marketing to work in the Chinese context, guanxi has to be incorporated. Thi...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2010
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| Online Access: | https://eprints.nottingham.ac.uk/24043/ |