可持续发展战略在营销学教学中的应用  

Application of the Sustainable Development Strategy in the Marketing Teaching Content

作　　者：卜庆娟[1] 

机构地区：[1]德州学院经济管理系,山东德州253023

出　　处：《德州学院学报》2010年第1期105-108,共4页Journal of Dezhou University

基　　金："十一五"国家课题(FIBO70335-A11-56);德州学院教改课题(JYKT-B07026)

摘　　要：现有营销学的教学内容皆以市场营销思想为主,在营销战略和4p策略中出现一些违背人类可持续发展的低伦理营销行为。针对现有营销学教学中存在的不利于可持续发展战略实施的众多问题,可从营销观念、营销战略、营销4p策略等方面调整营销学教学内容,使其更有利于"社会人"营销人才的培养,从而在营销学教学中贯彻可持续发展战略。Current marketing teaching content mainly embodies idea and behavior of marketing,and appears some low ethical marketing activities against the human sustainable development in marketing strategy and ＂4p＂ strategy. Aiming at numerous question of currently existing marketing teaching content, marketing teaching content is adjusted from several aspects such as marketing concept, marketing strategy,4p strategy. It makes the marketing content be more advantageous to bring up marketing talents based on ＂society people＂ , thus sustainable development strategy is implemented in the marketing course teaching.

关 键 词：可持续营销 营销教学 可持续发展 

分 类 号：G42[文化科学—课程与教学论]