整合营销传播学的行销主张与马克思主义经济理论观点的相关联系

On the Relationship between Marketing Viewpoints in Integrated Marketing Communications and the Viewpoints in Marxist Economic Theory

整合营销传播学是一门源于美国的新兴的营销学传播理论。它所主张的“一切以消费者为中心”展开营销传播的思想理念,改变了传统营销理论中“以生产和销售为中心” 的企业营销策略,顺应了知识经济时代的市场发展趋势,并与马克思主义经济理论观点具有某些相关性联系。本文就此提出探讨,同时结合我国市场经济转轨中企业经营观念的相关问题进行了思考。

Integrated marketing Communications is a new marketing theory which is rooted in USA, its proposition of 'treating the consumers as the center of marketing' has changed the traditional marketing theory of 'treating production and selling as the center of marketing, which conforms to the developing tendency of marketing in knowledge economy age and has some relevance to the Marsist economics theory. The present paper aims at discussing this relevance together with a consideration of the notion of management of the enterprises of our country in the market economy.