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市场导向的竞争对手分析

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摘要 市场导向被视为企业成功的关键之一,Shapiro认为。营销导向的说法过于单纯,而市场导向并非只是一种限于营销部门的销售概念.而是一种希望组织内各个部门都积极参与的理念(Shapiro,1998)。对于市场导向的内涵有多种不同的理解.本文按照组织文化和市场情报两个视角对有关市场导向的理论进行整合。提出市场导向的竞争对手分析方法。
作者 徐健
机构地区 南开大学商学院
出处 《未来与发展》 CSSCI 2006年第3期41-44,共4页 Future and Development
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参考文献8

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二级参考文献24

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