论文部分内容阅读
美国Sage出版公司对外经济贸易大学国际商学院王永贵编一方面,现代市场营销学在西方发达国家的推动下逐渐走向成熟并对整个世界的营销实践产生难以忽视的影响;另一方面,中国的市场营销学也深深地受到我国特殊国情及政治、经济、文化和社会环境等因素的影响。伴随着中国经济进入新常态和我国供给侧改革的深化,理论界和实业界热切地期盼着中国市场营销学在中国企业的全球商战中发挥越来越大的作用。正是在这种背景下,对外经济贸易大学国际商学院王永贵教授应邀同美国Sage出版公司共同策划了Marketing in China(《中国市场营销》)(全四卷)这一套丛书,以期对国际上有关中国市场营销学的研究进行系统的梳理和概括。本书囊括了自1977年-2014年国际权威期刊发表的有关中国营销研究的全部
On the one hand, modern marketing research has gradually become mature under the impetus of western developed countries and has an insignificant impact on the marketing practice of the entire world; on the other hand, the market of China Marketing is also deeply influenced by China’s special national conditions and political, economic, cultural and social environment and other factors. With the Chinese economy entering a new normal and the deepening of the supply-side reform in our country, theorists and practitioners are eagerly looking forward to China’s marketing efforts playing an increasingly important role in the global business battle of Chinese enterprises. It is against this background that Professor Wang Yonggui from the International Business School of the University of International Business and Economics was invited to co-design Marketing in China (“China Marketing”) (four volumes in total) with Sage Publishing Company of the United States, The research on marketing in China systematically sorts out and summarizes. This book covers all of the Chinese marketing research published in international authoritative journals from 1977 to 2014