西方营销百年理论发展重心的转移及启示被引量：4

The Focus Transfer of World Marketing Theory in a Century and Its Enlightenment

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摘要在营销学近百年的发展历程中,每十年都会出现一些新的概念,刺激了研究,指导了实践,引起了争论,而这些理论重心构成了营销学发展的历史轨迹,也预示着营销学未来的发展方向。文章采用历史研究法和内容分析法,阐述了营销学发端的20世纪20年代～30年代的经济学范式、50年代的营销学进入到管理时代、80年代转向关系范式、90年代进入全面创新的理论内涵,分析了新世纪营销学的"技术导向"和"人本化"趋势。 In the about one-hundred-year process of marketing development,there have been some new conceptions which have come forth every ten years.These concepts have inspired research and guided practice.These theories focus on compose historic track of marketing development and indicate the future trend of marketing.History study and content analysis are adopted in this research.The economics pattern between 1920s and 1930s is expatiated as the beginning of marketing.The marketing entered into the management times in 1950s,and then it turned the focus on relationship pattern in 1980s.In 1990s,the totally innovative times of new marketing commences with technology orientation and humanity trend.

作者郑锐洪

机构地区天津工业大学管理学院

出处《当代经济管理》 2012年第1期7-14,共8页 Contemporary Economic Management

关键词营销学经济学范式管理范式关系范式 marketing economics pattern management pattern relationship pattern

分类号 F274 [经济管理—企业管理]

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参考文献7

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