摘要
文化之于营销犹如水之于鱼。本文从跨文化营销形成的陷阱入手 ,结合文化学的理论研究和营销学的实证经验 ,对营销与文化的相互关联、内在张力、作用机制和发展方向 。
Culture to marketing is as water to fish. Starting from the trap formed in cross cultural marketing, combined with the theoretical study of culture science and positivist experience of marketing, the paper gives a brief description of and makes a preliminiary study on the correlation, inner tension, operating mechanism and development trend between marketing and culture.
出处
《北方工业大学学报》
2002年第4期56-62,共7页
Journal of North China University of Technology
