营销管理理论的演变与发展——基于菲利普·科特勒《营销管理》中文各版本的比较研究

Theory Development of Marketing Management——Based on Comparative Research on Various Chinese Version "Marketing Management" Written by the Philip Kotler

由于营销环境的快速变化,新的营销管理思想和大量的营销新概念不断出现,同时,营销管理理论和快速发展的相关学科理论相交织的程度越来越高。为了更好地把握营销管理的本质,本文通过对菲利普·科特勒《营销管理》中文各版本的比较研究,分析了各版本的结构体系及内容变动情况,探析了营销管理理论演变的缘由,并分析总结出其发展脉络。

Because of the fast change of marketing environments, the new marketing management thoughts and massive new marketing concepts appear unceasingly, and at the same time the degree of interweaving between marketing management theories and related discipline theories is higher and higher. In order to grasp the essence and the laws of the development of the marketing management theories well, this article does a comparative research on various Chinese editions of marketing management of the Philip Kotler. The author analyzes the frame and content change of each edition, discussing the reasons of marketing management theory＇ s development, and then summarizing its changing clues.