摘要
高等教育出版社２０００年７月出版的《市场营销学》是工商管理类本科专业核心课程的教材，本文将就与此教材有关的几个理论问题进行探讨，包括：教材内容体系安排、营销观念演进的依据、大市场营销、产品的层次、４Ｃ观念、３Ｒ营销、电子商务、环境因素、产品组合等。
Marketing which was published by Higher Educational Press in July 2000 is a main textbook for the student majoring in management science. This paper discusses several issues about the book such as contents system arrangement, marketing concept development, big marketing, product assortment, 4C concept, 3R marketing, electronic business, environment factor, product combination and so on.
出处
《重庆商学院学报》
2001年第1期33-35,共3页
Journal of Chongqing Institute of Commerce
