AMA官方营销定义动态演化及其启示探析

被引：8

作者：

于洪彦

刘金星

机构：

[1] 吉林大学商学院

来源：

外国经济与管理 | 2010年 / 32卷 / 03期

关键词：

营销定义; 顾客价值; 共创价值; 社会责任;

D O I：

10.16538/j.cnki.fem.2010.03.006

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

美国营销学会(AMA)先后发布的四个营销定义,充分反映了不同时期营销实务的要求与营销理论的呼应,因而,对不同时期AMA公布的营销定义进行剖析,有助于我们更深入地理解营销理论的发展与演进。本文力图通过对AMA所发布的四个营销定义的理论内涵及现实意义进行历史剖析,来揭示营销理论与实务的动态变化过程及每次变化过程中营销理论的突变与飞跃,以帮助营销理论与实务工作者更好地理解营销的本质和更有效地制定营销战略与决策。

引用

页码：33 / 39

页数：7

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