摘要
"营销的本质"和"营销与销售的区别"是市场营销理论和实践的基本问题。从制度经济学的视角看,营销的本质是企业的一种管理交易,而不是产品买卖交易。营销具有管理交易的本质特征:生产性、效率性和层级性,而销售具有买卖交易的本质特征:分配性、价格性和平等性。营销本质上是生产者的行为,是产业资本的行为,而销售本质上是商人行为,是商业资本的行为。
The basic problem in marketing theories and practices is “What is the nature of marketing？”, or “What is the substantial difference between marketing and selling？”According to institutional economics, a marketing transaction is a managerial one, not commercial. Marketing has the characteristics of managerial transactions, as productive, efficient, and hierarchical, while selling has the characteristics of commercial transactions, as distributional, price oriented, and equal. A marketing man is a producer who has industrial capital, while a selling man is a distributor who has commercial capital.
出处
《国际商务研究》
CSSCI
北大核心
2009年第3期73-78,共6页
International Business Research
关键词
营销
销售
管理交易
买卖交易
marketing
selling
managerial transactions
commercial transactions
