随着我国社会主义市场经济体制的初步建立以及经济全球化趋势的逐步形成,国内学术界及企业界对市场营销的研究开始重视起来。相关的学术研究成果大量见诸报刊,各种营销理论研究的书籍也出版发行不少。但在总体上,现有出版发行的营销理论著作和学术文章,从内容上看,大多偏重于国 With the initial establishment of China’s socialist market economic system and the gradual formation of the trend of economic globalization, the domestic academic and business circles have begun to pay more attention to marketing research. Relevant academic research results seen in a large number of newspapers, a variety of marketing research books also published a lot of books. However, on the whole, most of the existing marketing and academic works and academic articles published and distributed are mainly based on content