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美国著名的市场学权威菲力普·柯特勒所著《市场营销管理》一书,于1967年首版,经过5次修订,去年出的第六版比以前各版有更多新的丰富内容,是不可多得的市场学教材和企业管理人员自学的好书(详见本期何永祺教授写的《不断更新的教材典范——介绍柯特勒《市场营销管理》第六版》)。该书现由广东省财贸管理干部学院,在中国高等院校市场学研究会会长何永祺教授合作下,组织人员翻译,近期可望出版。现为适应读者学习和研究市场学的需要,本刊计划把自成一篇的摘译内容陆续刊登,以飧读者。序言为第一篇。
The book “Marketing Management” written by Philippe Cutler, a well-known American market authority, was first published in 1967. After five revisions, the sixth edition published last year has more new and rich than the previous editions. The content is a rare book of marketing science and a good book for self-study of corporate managers (see the “Renewed Teaching Materials Paradigm - Introduction to the Sixth Edition of Kotler’s Marketing Management” written by Prof. He Yongxin in this issue). The book is now organized by the Guangdong Provincial Institute of Finance and Trade Management, in collaboration with Prof. Yong-Jun He, the president of the Chinese Association of Market Research for Institutions of Higher Education, to organize the translation of personnel and is expected to be published in the near future. In order to meet the needs of readers to study and research marketing, the journal plans to publish its own translations for readers. The preface is the first one.