后现代主义对现代营销的挑战及营销变革
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引用本文:曹小春.后现代主义对现代营销的挑战及营销变革[J].财经理论与实践,2014,(4):131-135
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作者单位
曹小春 (江苏省社会科学院江苏 南京210013) 
中文摘要:后现代主义在对于人、消费、消费者、企业、沟通的本质的认识方面挑战了现代营销,迫使我们考虑进行营销变革。最基本的营销变革应该是从单边性营销向嵌入性营销转变,其派生变革包括从管理性营销向合作性营销转变、从集中性营销向分散性营销转变、从计划性营销向随机性营销转变。
中文关键词:后现代主义  后现代营销  现代性  营销观念  嵌入营销
 
Postmodernism Challenge to Modern Marketing and Marketing Reconstruction
Abstract:The Postmodernism challenges the modern marketing in the understanding of the nature of human being, consumption, consumer, enterprise and communication. It forces us to consider changes in marketing. The most basic shift in marketing is from unilateral marketing to the embedded type;the derivatives of the basic shift are from managed marketing to collaborative marketing, from centralized marketing to decentralized marketing, and from planned marketing to random marketing.
keywords:Postmodernism  Postmodern Marketing  Modernity  Marketing Concept  Eembedded Marketing
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