欧美国家近年来市场营销模式及发展动态分析

A Dynamic Analysis on Recent Development of Marketing Approaches in Western Countries

近十几年来,欧美发达国家的一些大的制造商普遍出现了市场营销活动绩效下滑和受挫的征兆,使很多大公司的市场营销经理感到困惑,甚至对市扬营销的作用与效力产生了疑虑,从动态的角度着重考察了近10年来欧美发达国家的企业在市场营销的模式及其执行的发展动向,分析了引起这些变化的深层次原因,并对其变化趋势进行了预测。

During the past dozen of years, some major manufacturers in the west have been facing decline and frustration in their marketing efforts which made some CMO of these companies confused about why and how such results have been caused, and they even have started to doubt the effect and performance of marketing efforts. The author emphasizes on the examining of the dynamic development of marketing approaches in the west countries, analyzing the deep reasons of these changes during recent 10 years, and forecasting the changing tendency of marketing approaches in coming future.