摘要
本文是“企业营销道德水准测试及评价系统”课题的前期研究成果。作者首先通过探测性调研确定了影响营销道德水准评价的企业营销行为,并在定量调研基础上将其归并为七个评价营销道德水准的维度,同样还根据定量调研的结果确定了企业营销道德水准的测评方法,为营销道德水准测试与评价系统的建立构筑了重要基础。
This paper is the primary result of 'Research on the business marketing ethics level test and appraisal'. By exploratory research, the authors firstly obtain some marketing activities which would influence business marketing ethics level. Then, by quantitative research, the authors classify these marketing activities to seven dimensions for evaluating the business marketing ethics level. Meanwhile, according to the result of quantitative research, the authors develop an evaluation method about business marketing ethics. This study is an important foundation for establishing the system of the business marketing ethics level test and appraisal.
出处
《南开管理评论》
CSSCI
2004年第3期11-16,62,共7页
Nankai Business Review
基金
国家自然科学基金资助项目"企业营销道德水准测试与评价系统研究"的阶段性成果。项目编号 70272035
