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市场营销学是研究企业和其他社会组织的市场营销活动的学科。市场营销学发展于20世纪60年代,自20世纪80年代初被引进中国大陆以来,在社会现实需求的强力拉动下,已经发展成为一门十分抢眼的具有综合性质的学科。市场营销学产生的历史已经有百余年,关于市场营销学是否可以被看作一门学科的讨论从来没有停止过。在认真分析市场营销学的发展脉络和学科发展方向的基础上,阐述市场营销体系建设,对于其发展具有重要意义。本文通过分析经济学、管理学和行为科学对市场营销学发展的贡献和作用,剖析了现今市场营销学学科体系建设的状况。
Marketing is a discipline that studies the marketing activities of enterprises and other social organizations. Marketing was developed in the 1960s and since it was introduced into mainland China in the early 1980s, it has developed into a very eye-catching and integrated discipline under the strong social demand. The history of marketing has been around for more than a century, and discussions about whether marketing can be viewed as a discipline never stopped. On the basis of careful analysis of the development of marketing science and the direction of subject development, elaborating the marketing system construction is of great significance to its development. By analyzing the contributions and roles of economics, management science and behavioral sciences to the development of marketing science, this article analyzes the current status of marketing discipline system construction.