营销管理批判:背景与过程综述  

Criticism on the Marketing Management:the Summary of Its Background and Process

作　　者：夏长清[1] 陈春梅[2] 

机构地区：[1]安徽理工大学经管系,安徽淮南232001 [2]石家庄经济学院商学院,石家庄050031

出　　处：《技术经济》2007年第10期46-50,共5页Journal of Technology Economics

摘　　要：20世纪末,西方学者掀起了对营销管理的批判高潮,国内也引发了营销管理与关系营销之间关系的大讨论。对营销管理的批判不仅有其深刻的实践和理论背景,而且不同阶段呈现出不同特点。这一批判反映出人们应对实践变化的思变,折射出营销学研究范式的裂变与整合的征兆。因而对此进行研究是极具价值的。On the century＇s end, the western scholars have raised to the marketing management criticism high tide, and the domestic scholars have also initiated the big discussion on which the relation between the marketing management and the relational marketing. Marketing management criticism not only has its profound practice and the theory background, but also has the European and American scholar＇s widespread participation. Moreover the different stage presents the different characteristic. This phenomenon had reflected the people＇s change on practice change, and refracted the marketing research paradigm indication of the fission and the conformity. Thus it is extremely valuable to research it.

关 键 词：营销管理 批判 背景 过程 

分 类 号：F274[经济管理—企业管理]