Posted: December 22nd, 2008, 3:38 am
本文出自EBSCO的Research Starters - Business库，讲述了有关营销战略的教学教育问题，在营销业界与学术教育界对战略的不同看法，以及提供了一个类似于营销组合一样的分析框架。
Title:
The Teaching of Marketing Strategy.
Authors:
Robbins, Fred1
Source:
Marketing Education Review; Spring94, Vol. 4 Issue 1, p10-15, 6p
Document Type:
Article
Subject Terms:
MARKETING -- Management
MARKETING -- Planning
STRATEGIC planning
DECISION making
INTEGRATED marketing
MARKETING strategy
Abstract:
Marketing has long been thought of in terms of McCarthy's 4P's: that is, the "controllable" marketing decisions of product policy, pricing, distribution, and promotion. Strategic marketing management, in contrast, has not been similarly encapsulated. The foci of marketing strategy are those critically important "uncontrollables": customers and competitors. The consequence is an imbalance in the perception of marketing among many business people and students of marketing in favor of more controllable, day to day "mix" management to the detriment of less controllable but equally important. competitor-related strategic marketing thinking. In the author's view, this is undesirable given the needs of contemporary business and therefore should be rectified in marketing education. The author offers academic marketers a framework with which they can convey the essence of marketing strategy as memorably and therefore as effectively as the marketing mix. [ABSTRACT FROM AUTHOR]
Author Affiliations:
1Head of Marketing, Graduate School of Management, University of Adelaide, South Australia.
ISSN:
1052-8008
Accession Number:
6483746
Database:
Research Starters - Business
Title:
The Teaching of Marketing Strategy.
Authors:
Robbins, Fred1
Source:
Marketing Education Review; Spring94, Vol. 4 Issue 1, p10-15, 6p
Document Type:
Article
Subject Terms:
MARKETING -- Management
MARKETING -- Planning
STRATEGIC planning
DECISION making
INTEGRATED marketing
MARKETING strategy
Abstract:
Marketing has long been thought of in terms of McCarthy's 4P's: that is, the "controllable" marketing decisions of product policy, pricing, distribution, and promotion. Strategic marketing management, in contrast, has not been similarly encapsulated. The foci of marketing strategy are those critically important "uncontrollables": customers and competitors. The consequence is an imbalance in the perception of marketing among many business people and students of marketing in favor of more controllable, day to day "mix" management to the detriment of less controllable but equally important. competitor-related strategic marketing thinking. In the author's view, this is undesirable given the needs of contemporary business and therefore should be rectified in marketing education. The author offers academic marketers a framework with which they can convey the essence of marketing strategy as memorably and therefore as effectively as the marketing mix. [ABSTRACT FROM AUTHOR]
Author Affiliations:
1Head of Marketing, Graduate School of Management, University of Adelaide, South Australia.
ISSN:
1052-8008
Accession Number:
6483746
Database:
Research Starters - Business