Relationship Marketing and Guanxi: A Case of Melody Shanghai Women’s Basketball Club

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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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Bibliographic Details
Main Author:	Zheng, Ying
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2010
Online Access:	https://eprints.nottingham.ac.uk/24043/

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