| 制造业企业营销能力维度的构建 |
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| 引用本文： | 焦晓波.制造业企业营销能力维度的构建[J].经济管理,2008(9). |
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| 作者姓名： | 焦晓波 |
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| 作者单位： | 安徽财经大学管理学院 安徽 蚌埠; |
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| 基金项目： | 国家自然科学基金项目(70572084)的阶段性研究成果。 |
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| 摘 要： | 要打造制造业企业的知名品牌,营销的作用不可或缺。本文基于安徽的数据,在国内率先对制造业企业营销能力的维度进行了一项探索性分析。分析表明,制造业企业营销能力具备五种维度,即营销文化、营销战略和执行、营销研究、营销沟通和产品开发。本文的研究对企业的营销实践具有积极的指导作用。
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| 关 键 词： | 制造业企业 营销能力 维度 |
Establishing the Dimensions of Marketing Capability of Chinese Manufacturing Enterprises: An Exploratory Study on Anhui |
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| JIAO Xiao-bo.Establishing the Dimensions of Marketing Capability of Chinese Manufacturing Enterprises: An Exploratory Study on Anhui[J].Economic Management,2008(9). |
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| Authors: | JIAO Xiao-bo |
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| Institution: | JIAO Xiao-bo (Management School of Anhui University of Finance & Economics,Bengbu,Anhui,233030,China) |
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| Abstract: | The manufacturing industry is the footstone for a nation to achieve economic growth and internationally competitive advan- tages.Developing manufacturing industries,especially new-type manufacturing industries,is a necessary stage for Chinese economy.To creat well-known brands,the role of marketing is never an option.Using the data from Anhui,This paper takes the lead in exlporing the dimensions of marketing capability of Chinese manufacturing enterprises,and gets the five basic dimesions of markering capab... |
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| Keywords: | manufacturing enterprises marketing capability dimension |
| 本文献已被 CNKI 等数据库收录！ |
