摘要
企业的市场营销活动是在特定的经营观念指导下进行的,选择正确的营销观念对企业营销活动起着至关重要的作用。传统的营销观念是重生产、轻市场营销,4Ps的营销组合往往过分依靠操作者的经验和感觉,而缺乏在时间和空间上的系统性和科学性。本文将"项目管理"的思想引入到市场营销活动之中,试图将整个营销管理过程项目化,使管理工作具体化和具备较强的可操作性,从而达到营销的战略目的。
The marketing of an enterprise is conducted under the guidance of a certain ideology, and the adoption of correct ideology is crucial to marketing success. The traditional marketing ideology overemphasizes production and underestimates the importance of marketing, while the marketing mix 4Ps depends too heavily on the intuition of operator, characterized by the lack of systematicness and scientificalness both in time and space. This paper introduces the idea of management by project into marketing and recommends the management of marketing by project, which will transform management into operable concrete activities and help achieve the marketing goal.
出处
《武汉科技大学学报（社会科学版）》
2003年第3期24-27,共4页
Journal of Wuhan University of Science and Technology:Social Science Edition
