| 宏观营销:关注“营销与社会”的和谐发展 |
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| 引用本文： | 费鸿萍, 吴健安.宏观营销:关注“营销与社会”的和谐发展[J].华东经济管理,2008,22(5):116-120. |
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| 作者姓名： | 费鸿萍 吴健安 |
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| 作者单位： | 1. 华东理工大学,商学院,上海,200237
2. 云南财经大学,经济研究所,云南,昆明,650221 |
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| 摘 要： | 宏观营销在营销学术界作为一门独立的学科,经过30年发展,已经日趋成熟,得到学术界的承认.但与微观营销学相比,宏观营销在研究体系、教育和应用方面还需进一步完善,以获得学科的持续发展.2005年以来,以美国为主的宏观营销学者对宏观营销的过去、现在和未来发展方向都做了一系列的研讨.文章在相关文献回顾的基础上,总结并分析了宏观营销的发展历程及困惑,对中国学者研究宏观营销学有一定的借鉴作用.
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| 关 键 词： | 宏观营销 营销 社会 和谐发展 |
| 文章编号： | 1007-5097(2008)05-0116-05 |
| 修稿时间： | 2008年3月20日 |
Macromarketing: Focusing on Harmonious Development of Marketing and Society |
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| FEI Hong-ping; WU Jian-an.Macromarketing: Focusing on Harmonious Development of Marketing and Society[J].East China Economic Management,2008,22(5):116-120. |
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| Authors: | FEI Hong-ping; WU Jian-an |
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| Institution: | 1.Business School; East China University of Science and Technology; Shanghai 200237; China; 2.Economic Research Institute; Yunnan University of Finance and Economics; Kunming 650221; China |
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| Abstract: | As a discipline in marketing field,macromarketing is getting more and more mature after about thirty year s development and recognized by academia.But compared micromarketing,macromarketing needs to improve further on the hand of research method,education and application in order to develop sustainable.Since 2005,macormarketing academics,especially in USA,have discussed much about the past,the present and the future of macromarketing.In this paper,base on the literature review,the authors conclude the histo... |
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| Keywords: | macromarketing marketing society harmonious development |
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