营销绩效评估理论述评  

A Review of Marketing Performance Evaluation Theory

作　　者：黎小林[1] 王海忠[2] 

机构地区：[1]广东商学院工商管理学院,广东广州510320 [2]中山大学管理学院,广东广州510275

出　　处：《广东商学院学报》2010年第4期44-52,共9页Journal of Guangdong University of Business Studies

基　　金：国家教育部哲学社会科学研究重大课题攻关项目(08JZD0019);国家自然科学基金面上项目(70772081);广州市社科基金项目(08B02)

摘　　要：营销绩效评估是市场营销学近年快速发展起来的一个研究领域,旨在把市场营销同财务理论、商品市场同金融市场联系起来进行研究。根据营销价值链的传递方向,从营销价值链、营销度量和营销度量指标之间的关系三个方面回顾和梳理现有文献,得出营销绩效测评理论的不足及未来研究方向,以及这一理论对中国的借鉴意义。Marketing performance evaluation is a fast growing research field of Marketing in recent years.The purpose of marketing performance evaluation is to carry out research linking the marketing science to financial theories,as well as the product market to financial market.Based on the transmission direction about marketing value chain,this article reviews the extant literature,which is focused on marketing value chain,marketing metrics and marketing measures,and discovers the deficiency in marketing performance evaluation theory.Future research direction of the theory and its reference to China is also given.

关 键 词：市场营销 营销绩效评估 营销价值链 营销度量 

分 类 号：F274[经济管理—企业管理]