本世纪70年代以后,由于世界经济危机的爆发,资本主义国家政治经济发展不平衡加剧以及市场争夺的尖锐化,主要资本主义国家的保护主义又重新抬头。1986年世界著名的美国营销学专家菲利普·考特勒(Philip Kotler)针对以上情况提出了大市场营销问题。大市场营销的概念及其营销技巧是摆在企业营销人员面前的一个重要课题。 After the 1970s, due to the outbreak of the world economic crisis, the unbalanced development of the political economy of capitalist countries and the sharpness of market competition, the protectionism of the main capitalist countries has resurfaced. In 1986, Philip Kotler, a world-famous American marketing expert, raised the issue of marketing in light of the above situation. The concept of big marketing and its marketing skills are an important topic for corporate marketers.