| 论西方服务营销学派的形成及其贡献 |
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| 引用本文： | 刘向阳. 论西方服务营销学派的形成及其贡献[J]. 湖北大学学报(哲学社会科学版), 2002, 29(4): 32-34 |
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| 作者姓名： | 刘向阳 |
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| 作者单位： | 广东职业技术师范学院管理学系,广东,广州,510665 |
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| 摘 要： | 20世纪初,营销学成为一门独立的学科以来,尽管学派纷呈,主流学派也经历了从职能学派到管理学派的变迁,但实体产品的营销一直作为主流学派主宰着理论界和实务界。在20世纪70年代末,服务营销以服务的特征为突破口,走出了产品营销的阴影,脱颖而出,为营销学的发展开拓了新视野,并不断地丰富和完善着现代营销理论。
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| 关 键 词： | 服务营销 营销学派 营销范式 |
| 文章编号： | 1001-4799(2002)04-0032-03 |
| 修稿时间： | 2002-02-22 |
On Emergence and Contribution of Western Service Marketing School |
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| LIU Xiang-yang. On Emergence and Contribution of Western Service Marketing School[J]. Journal of Hubei University(Philosophy and Social Sciences), 2002, 29(4): 32-34 |
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| Authors: | LIU Xiang-yang |
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| Abstract: | In the early19th century,marketing,an independent subject with a variety of schools,has changed from functional school to administrative school.The marketing of real product is the chief school to control the theoretical circle and practical circle.At the end of the1970's,service marketing,characterized by service,deprived of mere product marketing,has provided new field for marketing and enriched the modern marketing theory. |
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| Keywords: | Services Marketing Marketing School Marketing Paradigm |
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