| 营销全球化与合作营销 |
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| 引用本文： | 吴诗启.营销全球化与合作营销[J].湖南工程学院学报(社会科学版),2005,15(1):12-14. |
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| 作者姓名： | 吴诗启 |
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| 作者单位： | 中南财经政法大学,工商管理学院,湖北,武汉,430060 |
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| 摘 要： | 在营销全球化的基础上,提出了合作营销模式,认为能力的互补是增强企业市场竞争力的根基,而增强企业竞争力则是合作营销的直接动机。并以协同理论等为基础,分析了合作营销的内在动因在于竞争优势的提升,最后指出合作营销的意义所在。
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| 关 键 词： | 合作营销 全球化 竞争优势 |
| 文章编号： | 1671-1181(2005)01-0012-03 |
| 修稿时间： | 2005年2月28日 |
Marketing Globalization and Cooperative Marketing |
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| WU Shi-qi.Marketing Globalization and Cooperative Marketing[J].Journal of Hunan Institute of Engineering(Social Science Edition),2005,15(1):12-14. |
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| Authors: | WU Shi-qi |
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| Abstract: | Based on marketing globalization, the paper puts forward the cooperative marketing mode,and regards the complementarity of the competency as a foundation of enterprises' competence which is the direct motive of the cooperative marketing.The paper also analyses internal motive of cooperative marketing in competitive advantage's enhancement.This is the significiance of cooperative marking. |
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| Keywords: | cooperative marketing globalization competitive adventage |
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