21世纪营销职责与新营销管理框架探析
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外国经济与管理 2011 年 第 33 卷第 08 期, 页码：50 - 56
摘要
参考文献
摘要
本文着眼于营销对于企业、顾客甚至社会的贡献,介绍了三个不同营销时代特别是21世纪网络时代营销的职责,并将21世纪新的营销职责下的营销管理框架概括为洞察顾客、配置资源、实现价值和动态学习的过程,同时提出了几点研究思考。
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[14]Gronroos,Christian.Relationship approach to marketingin service contexts:The marketing and organizational behavior interface[J].Journal of Business Research,1990,20(1):3-11.
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[2]Vargo,S L.Market systems,stakeholders and value propositions:Toward a service-dominant logic-basedtheory of the market[J].European Journal of Marketing,2011,45(1/2):217-222.
[3]Drucker,Peter F.The practice of management[M].Oxford UK:Butterworth Heinemann,2007.
[4]Kirca,Ahmet H,Jayachandran,Satish,and Bearden,William O.Market orientation:A meta-analytic reviewand assessment of itsantecedents andi mpact on performance[J].Journal of Marketing,2005,69(2):24-41.
[5]Kumar,V,Jones,E,Venkatesan,R,et al.Is market orientation a source of sustainable competitive advantage or si mply the cost ofcompeting?[J].Journal of Marketing,2011,75(1):16-30.
[6]Stephen L Vargo,and Robert F Lusch.Evolvingto a newdominant logic for marketing[J].Journal of Marketing,2004,68(1):1-17.
[7]Vargo,S L,and Lusch,R F.Service-dominant logic:Continuing the evolution[J].Journal of the Academy of Marketing Science,2008,36(1):1-10.
[8]于洪彦,刘金星.AMA官方营销定义动态演化及其启示探析[J].外国经济与管理,2010,(3):33-39.
[9]Verhoef,Peter C,and Leeflang,Peter S H.Understanding the marketing depart ment’s influence within the firm[J].Journal ofMarketing,2009,73(2):14-37.
[10]Lusch,R F,and Webster Jr,F E.Marketing’s responsibility for the value of the enterprise[R].Marketing Science InstituteWorking Paper Series,2010,10:1-49.
[11]Webster Jr,F E.The changing role of marketingin the corporation[J].Journal of Marketing,1992,56(4):1-17.
[12]Lusch,R F,Vargo,S L,and O’Brien,M.Competing through service:Insights fromservice-dominant logic[J].Journal of Retai-ling,2007,83(1):5-18.
[13]Ballantyne,David,and Varey,Richard J.Creating value-in-use through marketinginteraction:the exchangelogic of relating,com-municating and knowing[J].Marketing Theory,2006,6(3):335-348.
[14]Gronroos,Christian.Relationship approach to marketingin service contexts:The marketing and organizational behavior interface[J].Journal of Business Research,1990,20(1):3-11.
[15]Varey,RJ.Marketing as aninteraction system[J].Australasian Marketing Journal,2008,16(1):79-94.
[16]Gronroos,C.Creating a relationship dialogue:Communication,interaction and value[J].The Marketing Review,2000,1(1):5-14.
[17]Ramani,Girish,and Kumar,V.Interaction orientation and firmperformance[J].Journal of Marketing,2008,72(1):27-45.
[18]Bove,L L,Pervan,S J,Beatty,S E,et al.Service worker role in encouraging customer organizational citizenship behaviors[J].Journal of Business Research,2009,62(7):698-705.
[19]Van Doorn,J,Lemon,K N,Mittal,V,et al.Customer engagement behavior:Theoretical foundations and research directions[J].Journal of Service Research,2010,13(3):253-266.
[20]于洪彦,刘艳彬,袁平.市场导向理论研究现状与展望[J].税务与经济,2007,(5):1-4.
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于洪彦. 21世纪营销职责与新营销管理框架探析[J]. 外国经济与管理, 2011, 33(8): 50–56.
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