摘要
“4P”组合策略是美国营销学大师菲利普.科特勒首创的经典策略,是过程营销的核心技术,在营销手段层出不穷的今天,这一技术也可以算是“长青藤”。在我国,由于市场营销起步较晚、时间较短,所以人们对它的理解仍有一定的误区,应用也缺乏有效性。
＂4P＂ strategy is set up firstly by Philip Koder who is a pioneer of marketing in America.It is the key skill of process marketing.Today, although many skills emerge endlessly, ＂4P＂ still is a ＂long blue vine＂ .In China, since marketing had a late start, there have not been a thorough understanding of it, and especially the effectiveness of it.
出处
《商业研究》
北大核心
2006年第5期145-147,共3页
Commercial Research
关键词
4P策略
理解误区
辩证应用
＂41＂ strategy
misundemtanding
dialectic application
