| 营销能力理论流派研究 |
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| 引用本文： | 陈钦兰,郑向敏.营销能力理论流派研究[J].科技和产业,2009,9(5):69-74. |
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| 作者姓名： | 陈钦兰 郑向敏 |
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| 作者单位： | 1. 华侨大学工商管理学院,福建,泉州,362021
2. 华侨大学旅游学院,福建,泉州,362021 |
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| 基金项目： | 福建省高校人文社会科学研究基地资助项目 |
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| 摘 要： | 营销能力是决定企业命运和竞争的关键。在细读了大量国内外文献的基础上,研究营销能力理论的发展过程,对流程营销能力流派、资源营销能力流派、企业营销能力流派的基本情况进行比较,述评三大流派的主要观点,并总结出营销能力理论流派的特点。
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| 关 键 词： | 营销能力 理论流派 发展过程 观点 特点 |
Research on the Theory Genres of Marketing Capabilities |
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| CHEN Qin-lan,ZHENG Xiang-min.Research on the Theory Genres of Marketing Capabilities[J].SCIENCE TECHNOLOGY AND INDUSTRIAL,2009,9(5):69-74. |
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| Authors: | CHEN Qin-lan ZHENG Xiang-min |
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| Institution: | 1.College of Business Administration;2.Tourism College;Huaqiao University;Quanzhou Fujian 362021;China |
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| Abstract: | Marketing capabilities is the key to affect the enterprise subsistence and competition.Base on researching abundant domestic and foreign literatures,it is researched the development process of marketing capabilities theory,and compared the basic status of the three theory genres of process marketing capabilities,resources marketing capabilities and enterprises marketing capabilities,reviewing the three theory genres main points and summarized the characters of the theory genres of marketing capabilities in ... |
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| Keywords: | marketing capabilities theory genres development process points characters |
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