摘要
本文的目的是揭示因为互联网的出现而引发的营销理论和实践的变化。为此，本文从以下几个方面展开讨论：互联网与电子商务的发展、从交易营销向关系营销的转变、竞争战略的变化、营销组合的变化及信息的作用。
The main purpose of this paper is to provider a clear understanding about changes of marketing theory and practice on Internet. In order to achieve this purpose, this paper is organized in the following sections: introduction to internet and electronic commerce, from transaction marketing strategy, changes in marketing mix, and the role of information.
出处
《南开管理评论》
CSSCI
2001年第4期46-50,共5页
Nankai Business Review
关键词
互联网
关系营销
营销战略
营销组合
Internet
Relationship Marketing
Marketing Mix
Marketing Strategy
