市场空间关系矩阵述评

A Brief Review of Market Space Relationship Matrix

营销教科书往往提供了关于营销的百科全书式的视角。它们通常详细说明一组标准的部件 ,却不花费精力整合这些部件或提供选择营销手段的框架 ,而创造一份营销计划最具挑战性的任务就是选择和整合营销手段。该文旨在帮助公司创建营销计划 ,所采用的框架是市场空间关系矩阵。

Most marketing textbooks often present an encyclopedia perspective on marketing A group of standard components were normally described in details, but no effort was devoted to formulate an integration framework for all these components Unfortunately, the most challenging task in developing any marketing programs is the selection and integration of marketing levers The aim of this paper is to present a brief overview of an integration framework for the available marketing levers, incorporating the lifecycle of customer relationships