营销学理论流派回眸与展望

营销源于经济学,成熟于第二次世界大战后。在100多年的发展历史中,先后形成了商品学派、职能学派等12大理论流派。每个理论流派都是从某个角度切入,试图对营销基本问题进行回答,但都无法反映营销学的全貌。营销从企业的中心职能降格为普通职能、从"商品"转化为"服务"的理论演进逻辑、营销历史学派的兴起是营销理论流派当代发展前沿动态。未来的营销学理论流派应清晰:营销学是研究"什么领域"的交易行为、"营销会计学"有可能成为新的营销理论流派、营销学流派发展目标应是发展为具普遍适应意义的"一般化"理论。

Retrospect and Prospect of Marketing Theory Schools

Marketing was originated from economics and was mature after the Second World War. In more than 100 years, it has evolved into twelve major theory schools successively, such as commodity school and function school, etc. Each of the schools is trying to answer fundamental problems about marketing from a certain angle, but all of them can＇t get the overall perspective of marketing. The future development trend includes the shift of Marketing from the central function of the enterprise to a normal function; theoretical evolution logic from commodity to service, and the evolution of marketing history school. Future Marketing research should be clear about the following ideas： What field should Marketing focus on？ Marketing accounting may become a new school, and the goal of marketing development is to evolve into a ＂general＂ theory with prevalent understanding.