市场营销演进及营销管理变革综述

Literature Review on Marketing Evolution and Marketing Management Reform

通过对国际300余篇权威学术文献的研究,根据企业、产品、客户三者内在逻辑关系的理论分析,透视和阐述了市场营销及营销管理随社会需求发展而演进的规律和21世纪变革的趋势,将市场营销和营销管理的演变过程概括为大众营销、目标营销和定制营销三个时代,同时总结和阐述了各时代营销管理的基本特征。

According to the analysises on the inner- logic relationship of company, product and customer, this paper generalizes the laws of marketing and marketing management evolution with the development of social needs in the 21st century by surveying about 300 important international research papers. It concludes that the evolution process undergoes three stages： mass marketing, target marketing and customerization marketing, with the basic characteristics of marketing management.