The Chinese Approach to the Relationship Marketing (GUANXI)

In the working out from theoretical point of view are considered and interpreted the main principles of Guanxi as a reverberation of the Relationship marketing in the context of the Chinese community. Especially it is taken into consideration the social-ethic philosophy and the economical rationality of that specific cultural phenomenon. It is done comparative characterization between the Relationship marketing and Guanxi and the opportunities for practical application in the management and in the marketing are deduced.