首次公开发行的市场营销——一个文献综述

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摘要 20世纪90年代以来,首次公开发行的市场营销日益受到业界关注,而相关的理论研究比较零散。本文描述了首次公开发行中市场营销的角色,并运用经典的营销4P分析框架对首次公开发行中产品策略、价格策略、促销策略、分销策略等问题进行了梳理和归纳,讨论了未来首次公开发行的市场营销研究的可能趋势和热点。

作者廖以臣张雪兰

出处《中南财经政法大学学报》 CSSCI 北大核心 2009年第3期89-94,118,共7页 Journal of Zhongnan University of Economics and Law

关键词首次公开发行市场营销市场细分

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中南财经政法大学学报

2009年第3期

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