【摘要】 在经济全球化和我国市场竞争愈演愈烈的背景下,我国学术界与企业界对于具有国际水平并适合中国环境的营销理论的需求与日俱增。如何借鉴国际先进营销理论思想,有针对性地对适合中国环境的营销课题展开研究,是一个亟待解决的问题。美国营销研究近年来的研究成果以及2004~2006年度的重点研究课题对我国营销研究具有重要的启示。更多还原

【Abstract】 With economic globalization and more and more competitive market,the demand of the marketing theory which suits to the international level and China’s environment has increased greatly in our both academic and business field.It is an urgent problem how to draw lessons from the advanced international marketing theory for making a research on the marketing which benefits to the China’s environment.The research drawn from the American marketing and major research project of the 2004-2006’ gives us a very important enlightenment for our marketing research.更多还原