摘要
营销能力是战略营销理论研究中的一个重要方面。目前,国外学者对营销能力理论的研究分为两大派别:即基于资源的营销能力观和基于知识的营销能力观。对西方近年来关于企业营销能力的理论研究和实证研究加以分析、归纳,有助于更好地理解和把握营销在战略对话中的作用,对战略营销理论和实践必将具有重要意义。
Marketing capability is an important aspect in strategic marketing research, Research of marketing capability by foreign academia is less in quantity than that of other areas, At present, two main schools can be identified： resource-based view and knowledge-based view, Analyzing and summarizing recent theoretical and empirical research of marketing capability can help us better understand the role of marketing in strategic dialogue and is of great significance to the theory and practice of strategic marketing,
出处
《贵州财经学院学报》
2007年第6期8-12,共5页
Journal of Guizhou College of Finance and Economics
基金
国家自然科学基金<中国企业购买行为分析与产业营销策略研究>(70572084)的阶段性研究成果
关键词
资源论
知识论
营销能力
resource-based view
knowledge-based view
marketing capability
