摘要
市场营销组合理论历经4P理论、多P理论、4C理论、4V理论和4R理论的变革,外部营销环境条件的变化是营销组合理论演进的驱动力,营销组合的发展变化体现了营销理念的更替,营销组合理论的发展一脉相承,具有内在关联性和可预测性特质。
Marketing mix theory has experienced a course of change and development from 4P to 4C,4V and 4R theory. The changeability of external marketing environmental conditions is the primary motivation for the evolution of marketing mix theory,and the change and development of marketing mix reflects the alternation of marketing concepts. These five marketing theories developed inherently with intrinsic relation and are predictable.
出处
《江南大学学报(人文社会科学版)》
2009年第6期103-108,共6页
Journal of Jiangnan University:Humanities & Social Sciences Edition
基金
福建省教育厅社会科学基金课题:"福建省休闲产业发展问题的研究"(项目编号:JA09319S)
关键词
市场营销组合
演进
发展趋势
Marketing Mix Evolution Developmental Tendency