摘要
本文通过对营销文化的含义的阐述,明确了企业文化与营销文化之间的关系,分析了现在中外营销理论的结构,指出了营销文化的构成,构筑了营销文化理论;同时也提出了内部企业文化与外部文化理论,并且阐明了两理论的理论和实践意义。
By illustrating the meaning of marketin g culture,this paper makes clear the relationship between corporate culture and m arketing culture,analyzes the structure of the contemporary marketing theories home and abroad,points out the content of marketing culture,outlines the th eory of marketing culture,proposes internal corporate culture and external cult ure theories,and expounds the theoretical and practical meanings of the two th eories.
出处
《软科学》
北大核心
2002年第5期53-57,78,共6页
Soft Science
