AMA官方营销定义动态演化及其启示探析
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外国经济与管理 2010 年 第 32 卷第 03 期, 页码：33 - 39
摘要
参考文献
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。
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[3]Cassels,J M.The significance of early economic thought on marketing[J].Journal of Marketing,1936,1(Oct.):129-133.
[4]Bartels,Robert.The general theory of marketing[J].Journal of Marketing,1968,32(1):29-33.
[5]Weld,Louis D H.The marketing of farmproducts[M].New York:Macmilan,1916.
[6]Stephen L Vargo,and Robert F Lusch.Evolving to a newdominant logic for marketing[J].Journal of Marketing,2004,68(1):1-17.
[7]Howard,John A.Marketing management:Analysis and decision[M].Homewood,IL:Richard D.Irwin,1957.
[8]McCarthy,Eugene J.Basic marketing:A managerial approach[M].Homewood,IL:Richard D.Irwin,1960.
[9]Kotler,Philip.Marketing management:Analysis,planning,and control[M].Englewood Cliffs,NJ:Prentice Hall,1967.
[10]Holloway,Robert,and Robert Hancock.Marketingin a changing environment[M].New York:John Wiley&Sons,1968.
[11]Kotler,Philip.Ageneric concept of marketing[J].Journal of Marketing,1972,36(2):46-54.
[12]Kohli,Ajay K,and Jaworski,Bernard J.Market orientation:The construct,research propositions and managerial i mplications[J].Journal of Marketing,1990,54(2):1-18.
[13]Lusch,Robert F.Marketing’s evolvingidentity:Defining our future[J].Journal of Public Policy&Marketing,2007,26(2):261-268.
[14]Holbrook,Morris.Introduction to consumer value[M].London:Routledge,1999.
[15]Donaldson,Thomas,and Preston,Lee E.The stakeholder theory of the corporation:Concepts,evidence,andi mplications[J].A-cademy of Management Review,1995,20(1):85-91.
[16]Wilkie,William L,and Moore,Elizabeth S.What does the definition of marketing tell us about ourselves?[J].Journal of PublicPolicy&Marketing,2007,26(2):269-276.
[17]Vogel,Verena,Evanschitzky,Heiner,and Ramaseshan,B.Customer equity drivers and future sales[J].Journal of Marketing,2008,72(6):98-108.
[18]Roland T Rust,Katherine N Lemon,and Valarie A Zeithaml.Return on marketing:Using customer equity to focus marketingstrategy[J].Journal of Marketing,2004,68(1):109-127.
[19]Prahalad,C K,and Ramaswamy,V.Co-opting customer competence[J].Harvard Business Review,2000,78(1-2):79-87.
[20]卢泰宏.营销管理演进综述(续)[J].外国经济与管理,2008,(3):34-42.
引用本文
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, 32(3): 33–39.
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