西方服务营销研究的世纪回眸

Reviewing the Researches of Western Services Marketing in 20th Century

自从营销学作为一门独立的学科以来 ,实体产品的营销一直作为主流学派主宰着理论界和实务界。但在 2 0世纪 80年代 ,服务营销走出了产品营销的窠臼 ,为营销学的发展开拓了新视野。本文借助UMI、EBSCD、ELSEVIER公司的电子文献库 ,对近 5 0年的服务营销研究进行了回顾 ,依各时期研究内容的不同 ,将这五十年的历程划分为四个阶段 。

Since marketing had became one new discipline, the mainstream school of marketing was based on product/goods marketing to the academics and practitioners. With the arrival of 1980s,services marketing went out of the burrow of product/goods marketing,and opened up new sight in the development of marketing.This article reviews the researches of western services marketing in 20th century by UMI?EBSCD?ELSEVIER,divides the development of services marketing into four stages and makes a comment on the contents and characteristics of each stage.