市场营销,按照美国哈佛大学教授马尔康·麦克纳下的定义,就是“创造与传递生活标准给社会”。就企业微观市场营销而言,即指围绕开拓市场、实现商品交换而展开的一切经济活动,包括市场调查、产品开发、定价、广告、分销、促销、售前售后服务和企业形象塑造等。运用唯物辩证观指导市场营销管理,可以使企业家思维更敏捷,认识更全面、头脑更清醒、行为更精明,提高驾驭市场的能力,做到辩证统一看市场,多方谋略求效益。 Marketing, according to the definition of Harvard University professor Malcolm McNain, is to “create and transmit living standards to society”. As far as the micro-marketing of the enterprise is concerned, it refers to all economic activities centered on exploring the market and realizing the exchange of commodities, including market research, product development, pricing, advertising, distribution, promotion, pre-sales service, and corporate image creation. Using a materialist dialectical approach to guide marketing management can make entrepreneurs think more agile, understand more comprehensively, have clearer minds, and behave more wisely, improve their ability to control the market, achieve a dialectical unified view of the market, and seek solutions for multiple benefits.