The global diffusion of relationship marketing
本文评论了瓦格纳关于俄罗斯从交易营销向关系营销范式转变的实证研究，运用社会学理论分析关系营销作为知识的全球扩散，指出其向俄罗斯的转移依赖于科学、教育、大众媒体和经济四个功能系统中的全球关联。
This paper comments Ralf Wagner`s empirical research results on the validity of a paradigm shift from transactional to relational marketing in the transition economy of Russia (European Journal of Marketing 2005, 39, 1/2) by the application of sociology of knowledge, systems theory, world society theory, and economic sociology. The paper`s initial section summarises the empirical results and economic reasons for the dominance of traditional transactional marketing in Russia. In the larger remaining sociological section, relational marketing is reduced to knowledge. Social structures and restrictions of global knowledge diffusion are shown. Overall, the paper argues that an inter-regional transfer of relational marketing from Western mature markets to Russia will depend on global interrelation by formal organisation, epistemic community, network, and event within the four relevant function systems: science, education, mass media, and economy which primarily determine the knowledge capacities of the Russian firm. Contemporary marketing in Russia: Low engagement and conventional measures In this first part, the paper introduces the research design, main findings, and economic reasons of contemporary marketing practices in Russia. The empirical study on the