市场营销外文文献

McCarthy (EJMccarthy) (in 1960, also under the micro-marketing definition: Marketing is the responsibility of business activities, products and services will be directly from the producer towards the consumer or user in order to meet customer needs and the achievement of the company profits, but also a process of socio-economic activities with the aim to meet the social or human needs, to achieve social goals. ( "the basis of marketing", paragraph 1, 9). this definition than in the United States, although the definition of marketing association a step forward that meet customer needs and realize the company's operating profit as a goal, but two definitions that marketing activities are production activities in the beginning of the end of the middle after a series of business sales activities, when the commodity to the user the hands of the end, the enterprise marketing activities and therefore is limited to the narrow scope of circulation, rather than operating as a business for sale throughout the entire process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales promotion, marketing staff, after-sales service and so on.

Gronlund to the definition and emphasized the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relationship between the parties to achieve the purpose.

[Edit this paragraph] 2, the new definition of

①Jiang T aiwan through song in the "line of your marketing will not do," stressed the changes in marketing, the use of marketing Marketing of the English made the following definition: "What is marketing?" On the literal, the "marketing" in English is " Marketing ", if the word is split into Marketing of the Market (the market) and ing (English-style method is carried out) This two-part, and that marketing can be used" when the market is now "to express the product, price, promotion, access lead to changes in supply and demand of the delicate relationship between the two sides.

② 2004 years 8 months, in Boston. In the AMA (American Marketing Association) summer workshop on teaching marketing, AMA opened a new definition of marketing on the veil in order to update the past 20 years the official AMA definition of marketing. Since then, on the new definition of marketing in the U.S. sector marketing theory, practice sector has generated considerable discussion. The publication of a new definition of marketing is in integrating the theory from the global community and the practice of community contribution to many marketers based on the amendment out.

Business School of Renmin University of China Professor Guo Guoqing proposed that the new definition of the complete expressed as:

Marketing is an organizational function, but also to organize themselves and the interests of stakeholders and the creation, dissemination, forwarding, customer value, a range of customer relationship management process.

To promote re-examine and amend the AMA on the official definition of marketing is one of