21世纪市场营销新的内涵与发展

The New Connotation and Development of Marketing in the 21st Century

通过对美国市场营销协会关于市场营销的最新定义的解读,结合现代市场营销的理论与实践,透析新时期市场营销的内涵应以客户为中心、以客户关系管理为利器来实现双赢、甚至多赢的企业目标。提出21世纪市场营销观将聚焦到客户价值;并初步构建出市场营销的目标模型。

The paper offers an interpretation of the new definition of marketing adopted by the Association of American Marketing, and holds that in the new era, marketing should center around customers and that businesses can only achieve the goal of win -win or multiple winning through managing their relationship with customers. In addition, it is proposed that marketing in the 21st century should focus on the value of customers and the establishment of marketing models.