西方服务营销研究的世纪回眸  

Reviewing the Researches of Western Services Marketing in 20th Century

作　　者：刘向阳[1] 

机构地区：[1]广东职业技术师范学院管理学系,广东广州510665

出　　处：《荆州师范学院学报》2002年第4期71-75,共5页Journal of Jingzhou Teachers College

摘　　要：自从营销学作为一门独立的学科以来 ,实体产品的营销一直作为主流学派主宰着理论界和实务界。但在 2 0世纪 80年代 ,服务营销走出了产品营销的窠臼 ,为营销学的发展开拓了新视野。本文借助UMI、EBSCD、ELSEVIER公司的电子文献库 ,对近 5 0年的服务营销研究进行了回顾 ,依各时期研究内容的不同 ,将这五十年的历程划分为四个阶段 。Since marketing had became one new discipline, the mainstream school of marketing was based on product/goods marketing to the academics and practitioners. With the arrival of 1980s,services marketing went out of the burrow of product/goods marketing,and opened up new sight in the development of marketing.This article reviews the researches of western services marketing in 20th century by UMI?EBSCD?ELSEVIER,divides the development of services marketing into four stages and makes a comment on the contents and characteristics of each stage.

关 键 词：服务营销 服务质量 服务接触 交互营销 内部营销 关系营销 

分 类 号：F713.502[经济管理—市场营销]