摘要
当前市场营销观念正越来越受到科技革命的挑战。因此,必须比较市场营销观念和创造营销观念 各自的特点,从中看出,在需求为确定型的条件下,市场驱动策略是有效的,但在需求为不确定型的条 件下,驱动市场策略将更为有效。
Marketing concept is facing challenges from technological revolutions. This paper compares the features of marketing concept and creative marketing concept , which leads to a conclusion that market driven strategy works under the condition of determined customer needs whereas market driving strategy is more efficient with undetermined customer needs.
出处
《商业研究》
北大核心
2004年第16期145-147,共3页
Commercial Research
关键词
现代企业
企业营销
营销观念
市场需求
marketing concept
creative marketing concept
market driven strategy
market driven strategy
determined customer needs
undetermined customer deeds
