国外产品整体观念的进化及其意义
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外国经济与管理 2000 年 第 22 卷第 05 期, 页码：43 - 48
摘要
参考文献
摘要
本文主要讨论了两个问题。( 1)根据对历年营销文献的分析 ,指出产品整体观念的进化循着两条路线 :一是从有形进化为有形—无形的连续体 ,一是从混沌为一的整体进化为层次井然的结构 ;( 2 )指出产品整体观念的进化对揭示产品实质、差异化竞争、新产品采用、顾客满意、关系营销和产品定价等营销实践和营销理论的意义
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[3 ]Mittal,Vikas,William T.Ross Jr.,and Patrick M. Baldasare. The Asym metric Impact of Negative and PositiveAttribute- level Perform ance on Overall Satisfaction and and Repurchase Intentions [J]. Journal of Marketing,1 999,62(1 ) :3 3 - 4 7.
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[5 ]Bennett,Peter D.Marketing[M].Mc Graw- Hill Book Company,1 988.
[6]Enis,Ben M.,and Keith K.Cox (eds.) .Marketing Classics [M]. Ally and Boston,1 991 .
[7]Keegan,Warren J.,et al.Marketing[M].Prentice- Hall,Inc,1 992 .
[8]Kotler,Philip.Marketing Management [M].Prentice- Hall International Inc,1 996.
[9]Kurtz,David L.,and L ouis E.Boone.Marketing[M].The Dryden Press,1 987.
[1 0 ]Majaro,Sim on.Essence of Marketing[M].Prentice- Hall Europe,1 993 .
[1 1 ]Mc Carthy,E.Jerom e.,and William D.Perreaut,Jr..Basic Marketing[M].Burr Ridge,IL:Richard D.Irwin,1 990 .
[1 2 ]Mentzer,John T.,and David J.Shwartz. Marketing Today[M]. San- Diego:Harcourt Brance Jovanovich,1 985 .
引用本文
葛松林. 国外产品整体观念的进化及其意义[J]. 外国经济与管理, 2000, 22(5): 43–48.
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