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市场导向理论研究现状与展望 被引量：4

The Current Situation and Outlook of Market Orientation Theory
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摘要 市场导向理论自20世纪90年代以来,受到了理论界和实业界的广泛关注。市场导向理论的发展主要体现在市场导向定义、测量以及与企业绩效的关系等方面。分析和回顾市场导向理论的发展轨迹,结合当前营销观念的进一步发展,认识和把握市场导向理论未来的研究方向,具有重要的理论和实践意义。 Market orientation theory has received extensive concerns from the theoretical and business circles since 1990s. The development of market theory embodies in market orientation defining. measuring and relation with enterprises＇ main performance etc. It is of great theoretical and practical significance to analyze and review the development path of market orientation theory, to develop it further in connection with the current marketing concept and to understand and hold the future research direction of it.
作者 于洪彦 刘艳彬 袁平
机构地区 吉林大学商学院
出处 《税务与经济》 CSSCI 北大核心 2007年第5期1-4,共4页 Taxation and Economy
关键词 市场导向 测量量表 企业绩效 营销新定义 market orientation measurement scales enterprise performance new marketing definition
分类号 F713 [经济管理—产业经济]
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参考文献15

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同被引文献53

  • 1于洪彦,刘世峰.顾客生涯价值理论的回顾与展望[J].税务与经济,2005(3):34-37. 被引量：2
  • 2于洪彦,赵春晓,杨晓东.当代市场营销研究课题分析[J].税务与经济,2006(5):30-34. 被引量：1
  • 3Hoekstra, Janny C. , Peter S. H. Leeflang, Dick R. Wittink. The Customer Concept: The Basis for a New Marketing Paradigm [J]. Journal of Market-Focused Management, 1999,4( 1 ) :43 -76.
  • 4Yadav, Manjit S. ,P. Rajan Varadarajan. Understanding Product Migration to the Electronic Marketplace: A Conceptual Framework [J]. Journal of Retailing, 2005, 81(2):125-40.
  • 5Girish Ramani, V. Kumar. Interaction Orientation and Firm Performance [ J J. Journal of Marketing, 2008, (72) :27 -45.
  • 6Covieno, Nieole E. , Roderick J. Brodie, Peter J. Danaher,Wesley J. Johnston. How Firms Relate to Their Markets: An Empirical Examination of Contemporary Marketing Practices [ J ]. Journal of Marketing, 2002, 66 (7) :33 - 46.
  • 7Day, George S. ,David B. Montgomery . Charting New Directions for Marketing [J]. Journal of Marketing, 1999, 63(10) :3 - 13.
  • 8Gronroos, Christian. From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing [ J ]. Management Decision, 1994, 32 (2) :4 -21.
  • 9Mulhem, Francis J. Customer Profitability Analysis : Measurement, Concentration, and Research Directions [ J ]. Journal of Interactive Marketing. 1999. 13 ( 1 ) :25 -40.
  • 10Prahalad, C.K. ,Venkatram Ramaswamy. The Future of Competition: Co-creating Unique Value with Customers [ D ].Boston: Harvard Business School Press, 2004.

引证文献4

二级引证文献24

税务与经济
2007年 第5期

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