营销组合理论演变的内在逻辑  

The Intrinsic Logic of Development of Marketing Combinatorial Theories

作　　者：晏国祥[1] 方征[1] 

机构地区：[1]上海财经大学国际工商管理学院,中国上海410205

出　　处：《兰州商学院学报》2005年第2期11-17,共7页Journal of Lanzhou Commercial College

摘　　要：在近50年的发展中,营销组合理论经过传统的4Ps理论,发展到今天最新的4Rs理论。笔者认为,营销组合理论演变的主线是企业营销理念由注重短期交易关系转变为注重长期交易关系。In historical development for less than 50 years, the theory of 4Rs is the latest form of Marketing combinatorial theories with the primal form of 4Ps.The author regards:the intrinsic logic of the development of marketing combinatorial theories is the change of marketing concept that focuses on the short-term relative changes into it that focuses on the long-term relative.

关 键 词：营销组合 演变 脉络 

分 类 号：F713.50[经济管理—市场营销]