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针对美国市场营销学会对营销概念的重新界定之弊端,本文以服务和关系营销为研究的逻辑起点,对一般意义上的营销概念进行了拓展,提出了新的营销定义。首先,对传统和新的营销概念进行深层次分析;其次,结合营销定义最重要的构成要素,对营销作为一项组织职能的拓展与延伸进行了探讨;最后,通过对上述命题的分析,将营销概念与承诺管理等概念进行耦合,阐述本文所提出的新营销概念的理论意义和现实意义。
In view of the shortcomings of the American Marketing Association in redefining the concept of marketing, this paper takes service and relational marketing as logical starting point to expand the concept of marketing in the general sense and put forward a new marketing definition. First of all, the traditional and new marketing concepts are analyzed in depth; Secondly, the most important elements of marketing definition are discussed, and the expansion and extension of marketing as an organizational function are discussed. Finally, through the analysis of the above propositions, Marketing concepts and commitment management concepts such as coupling, described in this paper, the new marketing concept of theoretical and practical significance.