【摘要】 在对23家案例企业营销经理的深度访谈过程中,研究发现营销控制模式是影响企业营销绩效的关键要素。在分析不同营销控制模式及其适用条件的基础上,剖析科诺公司的“双回路”营销控制模式,旨在为改善我国企业的营销管理工作、提高我国企业的营销绩效提供有益的建议。更多还原

【Abstract】 Based on the in-depth interviews with marketing managers in 23 firms in China the paper argues that the marketing control modes are the key elements influencing marketing performances.It analyzes the different marketing control modes and their applied conditions and explains the "double loop" of market control mode in Kenuo.This paper will help to improve the marketing management level in Chinese firms and their marketing performances.更多还原