摘要
营销实践的发展需要推动了营销理论的创新,而营销策略理论又是站在与实践结合密切的前沿地带。本文通过考察该理论从4Ps到4Cs再到4Rs的发展,进一步阐述了营销理论来源于实践,又应用于实践的客观规律,对我国企业营销策略的发展有一定的借鉴意义。
It is the development of marketing and merchandizing practice that push marketing and merchandizing theory forward, which lies in forward position area. This paper investigates the theory's development from 4PS to 4CS, then to 4RS, expounding further the theory coming from practice, while being applied to practice at the same time.
