营销文化浅论

An introduction to marketing culture

阐述了营销文化的产生与界定及营销文化的构成、特征 ,提出从加大文化含量、创建营销文化的创新体系、完善营销制度、提高营销队伍整体素质等途径 ,建设优秀的营销文化。

This paper offers a disposition of the occurence , definition , composition and features of marketing culture .The author contributes several approaches to build competent marketing culture which covers the following measures: increasing the cultural elements in the marketing culture; establishing a creative system of marketing culture; making up a complete marketing system and improving the competitive capability of the marketing personnel.