营销管理演进综述
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外国经济与管理 2008 年 第 30 卷第 01 期, 页码：39 - 45
摘要
参考文献
摘要
营销管理是一个生机勃勃而又混沌的专业领域,它的本质是什么?它的前沿展示出什么?它从何而来,又会走向何处?我们需要追踪它的"足印",识别它的精髓,并从中获得启示和智慧。本文从定义和范畴的演变、核心知识的进化、演进的阶段和焦点变化、实战创新的标杆、综合体系结构的演变以及趋势展望六个方面对营销管理的演进脉络进行了梳理。
[1]Stephen L Vargo,and Robert F Lusch.Evolving to a new dominant logic for marketing[J].Journal of Marketing,2004,68(Jan.):1-17.
[2]Lichtenthal,J David,and Beik,Leland L.A history of the definition of marketing[A].in Jagdish N Sheth(Ed.).Research in marketing[C].Greenwich,CT:JAI Press,Inc.,1984,Vol.7:133-163.
[3]Philip Kotler.Marketing management[M].10th Ed.,New Jersey:Pearson Education,2000.
[4]Philip Kotler.Philip Kotler’s FAQs on marketing[M].London:Andrew Nurnberg Associates International Ltd.,2004.
[5]Philip Kotler,and Kevin Lane Keller.A framework for marketing management[M].3rd Ed.,New Jersey:Pearson Education,2007.
[6]Philip Kotler.Kotler on marketing[M].New York:The Free Press,1999:Preface.
[7]菲利普.科特勒.营销管理(亚洲版.第3版)[M].北京:中国人民大学出版社,2005:中文版前言.
[8]菲利普.科特勒,凯文.莱恩.凯勒.营销管理[M].第12版,上海:上海人民出版社,2006:中文版序.
[9]Levitt,Theodore.The globalization of markets[J].Harvard Business Review,1983,61(3):92-102.
[10]卢泰宏.解读中国营销[M].北京:中国社会科学出版社,2004:251-252.
[11]Myers,John,William F Massy,and Stephen Greyser.Marketing research and knowledge development[M].Englewood Cliffs,NJ:Prentice-Hall,Inc.,1980.
[12]Paul E Green,Richard M Johnson,and William D Neal.The Journal of Marketing Research:Its initiation,growth,and knowledge dis-semination[J].Journal of Marketing Research,2003,40(Feb.):1-9.
[13]菲利普.科特勒.市场营销思想的新领域[R].在美国营销协会(AMA)成立50周年纪念日世界营销学大会上所做的演讲报告,1987年5月.
[14]孔繁任.菲利普.科特勒支招中国企业[N].中国经营报,2004-06-11.
[15]Shostack,G Lynn.Breaking free from product marketing[J].Journal of Marketing,1977,(Apr.):73-80.
[16]Neil H Borden.The concept of the marketing mix[J].Journal of Advertising Research,1964,4(Jun.):2-7.
[17]Robert Lauterborn.New marketing litany:4P’s pass;éC-words take over[J].Advertising Age,1990,(Oct.):26.
[18]Don E Schultz,Stanley I Tannenbaum,and Robert F Lauterborn.Integrated marketing communications:Putting it together and mak-ing it work[M].Lincolnwood,IL:NTC Business Books,1992.
[19]Don E Schultz,and Heidi Schultz.IMC-The next generation:Five steps for delivering value and measuring financial returns[M].New York:McGraw-Hill,2003.
[20]Philip Kotler,and Kevin Lane Keller.Marketing management[M].12th Ed.,New Jersey:Pearson Education,2006:Chapter 1.(未完,待续)
①包括:Angelmar(1983);Arndt(1983);Lichtenthal和Beik(1984);Sheth、Gardner和Garrett(1988);Brown和Brunswick(1991);Bass(1993);Wilkie和Moore(2003);Vargo和Lusch(2004)。
②即Bartels,Robert.The history of marketing thought[M].3rd Ed.,Publishing Horizons,Inc.,1988;D G Brian Jones,and Eric H Shaw.The history of marketing thought[A].in Barton Weitz,and Robin Wensley(Eds.).Handbook of marketing sage[C].Thousand Oaks,CA,2002:39-65;Eric H Shaw,and D G Brian Jones.A history of schools of marketing thought[J].Marketing Theory,2005,5(3):239-281。
③长期以来,在各种简体和繁体的书籍、论文和文章中,“nonprofit marketing”一词都被译为“非营利营销”或“非盈利营销”,本文作者认为,从确切的内涵对应上讲,该词译成“非牟利营销”为佳。
④分别为:科特勒.社会营销[M].华夏出版社,2003;科特勒.国家营销[M].华夏出版社,2003;科特勒等.非营利组织战略营销[M].中国人民大学出版社,2003;菲利普.科特勒,凯伦.F.A.福克斯.教育机构的战略营销(第二版)[M].企业管理出版社,2005。
⑤1970年创办了“Journal of Macro Marketing”杂志。
⑥另见George S Day.The capabilities of market-driven organizations[J].Journal of Marketing,1994,58(4):37-52。
⑦参见Frederick E Webster Jr.The changing role of marketing in the corporation[J].Journal of Marketing,1992,(Oct.):1-17;John PWorkman Jr.,Christian Homburg,and Kjell Gruner.Marketing organization:An integrative framework of dimensions and determinants[J].Journal of Marketing,1998,(Jul.):21-41;Ravi S Achrol.Evolution of the marketing organization:New forms for turbulent envi-ronment[J].Journal of Marketing,1991,(Oct.):77-93;Special Issue 1999 of Journal of Marketing Fundamental Issues and Directionsfor Marketing。
[2]Lichtenthal,J David,and Beik,Leland L.A history of the definition of marketing[A].in Jagdish N Sheth(Ed.).Research in marketing[C].Greenwich,CT:JAI Press,Inc.,1984,Vol.7:133-163.
[3]Philip Kotler.Marketing management[M].10th Ed.,New Jersey:Pearson Education,2000.
[4]Philip Kotler.Philip Kotler’s FAQs on marketing[M].London:Andrew Nurnberg Associates International Ltd.,2004.
[5]Philip Kotler,and Kevin Lane Keller.A framework for marketing management[M].3rd Ed.,New Jersey:Pearson Education,2007.
[6]Philip Kotler.Kotler on marketing[M].New York:The Free Press,1999:Preface.
[7]菲利普.科特勒.营销管理(亚洲版.第3版)[M].北京:中国人民大学出版社,2005:中文版前言.
[8]菲利普.科特勒,凯文.莱恩.凯勒.营销管理[M].第12版,上海:上海人民出版社,2006:中文版序.
[9]Levitt,Theodore.The globalization of markets[J].Harvard Business Review,1983,61(3):92-102.
[10]卢泰宏.解读中国营销[M].北京:中国社会科学出版社,2004:251-252.
[11]Myers,John,William F Massy,and Stephen Greyser.Marketing research and knowledge development[M].Englewood Cliffs,NJ:Prentice-Hall,Inc.,1980.
[12]Paul E Green,Richard M Johnson,and William D Neal.The Journal of Marketing Research:Its initiation,growth,and knowledge dis-semination[J].Journal of Marketing Research,2003,40(Feb.):1-9.
[13]菲利普.科特勒.市场营销思想的新领域[R].在美国营销协会(AMA)成立50周年纪念日世界营销学大会上所做的演讲报告,1987年5月.
[14]孔繁任.菲利普.科特勒支招中国企业[N].中国经营报,2004-06-11.
[15]Shostack,G Lynn.Breaking free from product marketing[J].Journal of Marketing,1977,(Apr.):73-80.
[16]Neil H Borden.The concept of the marketing mix[J].Journal of Advertising Research,1964,4(Jun.):2-7.
[17]Robert Lauterborn.New marketing litany:4P’s pass;éC-words take over[J].Advertising Age,1990,(Oct.):26.
[18]Don E Schultz,Stanley I Tannenbaum,and Robert F Lauterborn.Integrated marketing communications:Putting it together and mak-ing it work[M].Lincolnwood,IL:NTC Business Books,1992.
[19]Don E Schultz,and Heidi Schultz.IMC-The next generation:Five steps for delivering value and measuring financial returns[M].New York:McGraw-Hill,2003.
[20]Philip Kotler,and Kevin Lane Keller.Marketing management[M].12th Ed.,New Jersey:Pearson Education,2006:Chapter 1.(未完,待续)
①包括:Angelmar(1983);Arndt(1983);Lichtenthal和Beik(1984);Sheth、Gardner和Garrett(1988);Brown和Brunswick(1991);Bass(1993);Wilkie和Moore(2003);Vargo和Lusch(2004)。
②即Bartels,Robert.The history of marketing thought[M].3rd Ed.,Publishing Horizons,Inc.,1988;D G Brian Jones,and Eric H Shaw.The history of marketing thought[A].in Barton Weitz,and Robin Wensley(Eds.).Handbook of marketing sage[C].Thousand Oaks,CA,2002:39-65;Eric H Shaw,and D G Brian Jones.A history of schools of marketing thought[J].Marketing Theory,2005,5(3):239-281。
③长期以来,在各种简体和繁体的书籍、论文和文章中,“nonprofit marketing”一词都被译为“非营利营销”或“非盈利营销”,本文作者认为,从确切的内涵对应上讲,该词译成“非牟利营销”为佳。
④分别为:科特勒.社会营销[M].华夏出版社,2003;科特勒.国家营销[M].华夏出版社,2003;科特勒等.非营利组织战略营销[M].中国人民大学出版社,2003;菲利普.科特勒,凯伦.F.A.福克斯.教育机构的战略营销(第二版)[M].企业管理出版社,2005。
⑤1970年创办了“Journal of Macro Marketing”杂志。
⑥另见George S Day.The capabilities of market-driven organizations[J].Journal of Marketing,1994,58(4):37-52。
⑦参见Frederick E Webster Jr.The changing role of marketing in the corporation[J].Journal of Marketing,1992,(Oct.):1-17;John PWorkman Jr.,Christian Homburg,and Kjell Gruner.Marketing organization:An integrative framework of dimensions and determinants[J].Journal of Marketing,1998,(Jul.):21-41;Ravi S Achrol.Evolution of the marketing organization:New forms for turbulent envi-ronment[J].Journal of Marketing,1991,(Oct.):77-93;Special Issue 1999 of Journal of Marketing Fundamental Issues and Directionsfor Marketing。
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卢泰宏. 营销管理演进综述[J]. 外国经济与管理, 2008, 30(1): 39–45.
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