摘要
宏观营销在营销学术界作为一门独立的学科,经过30年发展,已经日趋成熟,得到学术界的承认。但与微观营销学相比,宏观营销在研究体系、教育和应用方面还需进一步完善,以获得学科的持续发展。2005年以来,以美国为主的宏观营销学者对宏观营销的过去、现在和未来发展方向都做了一系列的研讨。文章在相关文献回顾的基础上,总结并分析了宏观营销的发展历程及困惑,对中国学者研究宏观营销学有一定的借鉴作用。
As a discipline in marketing field, macromarketing is getting more and more mature after about thirty year＇s development and recognized by academia. But compared micromarketing, macromarketing needs to improve further on the hand of research method, education and application in order to develop sustainable. Since 2005, macormarketing academics, especially in USA, have discussed much about the past, the present and the future of macromarketing. In this paper, base on the literature review, the authors conclude the history and of macromarketing and analysis the confuse that macromarketing faces now, which will gave some reference to Chinese marketing academics.
出处
《华东经济管理》
CSSCI
2008年第5期116-120,共5页
East China Economic Management
关键词
宏观营销
营销
社会
和谐发展
macromarketing
marketing
society
harmonious development
