“我们从来不缺少想法,我们缺少把想法变成现实的行动或者能力。”而这常常因为,灵感的火花来不及聚集成思想的烈火便迅疾而息。营销是一门实践的学问,而创新的行动需要思想之火的锤炼。由陈教授主笔、本刊研究员协助的这篇力作,既是对2005年的第一份赠礼,也是对本刊2004年系列专题——“中国营销创新行动”的收官之笔。 “We never lack ideas, we lack the action or ability to turn ideas into reality.” And often this is because the spark of inspiration is quick enough to catch up with the glowing fire of ideas. Marketing is a learned science, and innovative action requires the fire of thought. The masterpiece contributed by Professor Chen and our colleagues is not only the first gift to 2005, but also the closing line for our series of 2004 special topics - “China's Marketing Innovation Action.”