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一部理论著作的价值在于有恒长的生命力;一门学科体系的奠定来自于现实的呼唤。古往今来大学问家、大思想家的卓识之处就在于将现实的困惑升华到理性的思考,显示出惊人的预见力。当我读完[美]菲利普·科特勒著的《营销管理》(梅汝和等译,上海人民出版社1994年版)时,这种联想的信号在我脑中不断地萦绕。 这是一部巨著,洋洋80万字。问世十年来不仅成为美国高
The value of a theoretical book lies in its constant vitality; the laying of a discipline system comes from the call of reality. Throughout the ages, the knowledge of the university’s home and big thinkers lies in the sublimation of practical puzzles into rational thinking, which shows an astonishing sense of foresight. When I finished reading the book “Marketing Management” by Philip Kotler (Mei Weihe et al., Shanghai People’s Publishing House, 1994), the signal of this association continued to linger in my mind. This is a giant book, 800,000 words. Not only became the United States in the ten years since its inception