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经好友刘传志编辑的引荐,我与本书作者仅有不到半个小时的接触,之所以欣然同意为本书作序,完全是作者的主见深深打动了我。说实话,从纯学术的角度讲,作者的功力尚待锤炼,但是何谓学问’记得梁漱溟先生曾经说道:有主见就是有学问!先生还特别强调说,“学问不学问,却不在读书之多少。”就这本书而言,我可以说:无他,这是学问。营销学在西方已有百年的历史,其发展轨迹直接体现了市场经济的发育程度。国人正在市场经济的跑道上后起直追,对西方日臻成熟的营销学采取“急用先学”和“拿来主义”恐怕是唯一最便捷的途径。二十年过去了,我们发现了一个奇特景观:学界一直在乐此不疲地引进,而业界却踟蹰独行地摸索,学界对业界的影响似乎停留在对中低层人员的知识普及阶段。究其原因,只有一句话:缺乏主见!“我思,故我在。”我们不能草率地给先哲笛卡尔的这句名言贴上唯
By the friend Liu Chuanzhi editor’s introduction, I and the author of this book only less than half an hour of contact, the reason why I am pleased to agree to preface this book is entirely the author’s assertive deeply impressed me. To be honest, from a purely academic point of view, the author’s skill is yet to be tempered, but what is learned? Remembered Mr. Liang Shuming once said: There is a learned opinion! The President also stressed that “learning is not learned, but not studying much . ”For this book, I can say: No, this is learning. Marketing in the West has a history of one hundred years, its development path directly reflects the degree of market economy development. People are chasing after the runway in a market-oriented economy. It is probably the only most convenient way to adopt the “first-mover” and “second-mover” strategies for the increasingly mature western marketing. Twenty years have passed. We have found a peculiar landscape: the academic community has always been bored to introduce it, but the industry has been groping alone. The influence of the academic community on the industry seems to remain at the stage of universal knowledge of middle and lower-level personnel. The reason, only one sentence: the lack of insight! “I think, so I am. ” We can not be sloppy to the philosopher-Descartes’s famous saying paste