营销哲学论略

作者认为市场营销学可分为实践营销学、理论营销学和营销哲学,首次提出“营”和“销”的矛盾是营销的基本矛盾,营销哲学中不存在科学和艺术的划分,“4P范式(正题)——RM范式(中介)]——4C范式(反题)——全新的营销范式(合题)”是营销范式形成的第一个营销范式周期,4P可以减为3P,整体性、自动性和持续性是营销的3个本质特征。

On Philosophy of Marketing

The author thinks that Marketing should be divided into Marketing of Practice,Marketing of Theory and Philosophy of Marketing,and puts forward for the first time that basic contradiction of Marketing is contradiction of " marketing"and"selling".There is no demarcating between science and art in Philosophy of Marketing."4P Paradigm(thesis)-- RM(Relationship Marketing)Paradigm(medium)]--4C Paradigm(antithesis)--a brand new Paradigm of Marketing(syntheses)"is the first circle of the Paradigm of Marketing when it comes into being,and 4P may reduce to 3P in the circle. Integration, automation and continuity are three essential Characteristics of Marketing.