市场营销战略外文翻译文献.pdfVIP

市场营销战略外文翻译文献

文献信息：

文献标题：Marketingstrategy：Fromtheoriginoftheconcepttothe

developmentofaconceptualframework（市场营销战略：从概念的起源到概

念框架的发展）

国外作者：EricH.Shaw

文献出处：《JournalofHistoricalResearchinMarketing》,2012,

4(1):30-55

字数统计：英文1716单词，9394字符；中文3209汉字

外文文献：

Marketingstrategy：Fromtheoriginoftheconcepttothe

developmentofaconceptualframework

Earlymarketingstrategyconcepts

Beforemarketingstrategydevelopedasanoff-shootofmarketingmanagement

inthe1970s,evenbeforemarketingmanagementemergedasaschoolofthoughtin

the1960storeplacethetraditionalapproachestomarketing(Bartels,1988;Shethet

al.,1988;ShawandJones,2005),afewisolatedconceptsweredevelopedinthe

1950sliteraturethatformthecoreofmodernmarketingstrategy.Theseseminal

conceptsinclude:Borden’s(1957,1964)expressionofthe“marketingmix,”Smith’

s(1956)developmentof“productdifferentiation”and“marketsegmentation”as

alternativemarketingstrategies,Dean’s(1951)conceptionof“skimming”and

“penetration”asalternativepricing(thatheextendedtothewholemarketingmix)

strategies,andForrester’s(1959)descriptionofthe“productlifecycle(PLC).”

Corporatestrategyconcepts

市场营销战略外文翻译文献

Thestrategicconceptsdiscussedsofar(themarketingmix,skimmingand

penetration,differentiationandsegmentation,andthePLC),werecreatedby

economistsandmarketingscholarsandgainedpopularityinearlymarketing

managementtextbooks.Thefollowingstrategicconcepts,Andrews’SWOT,Ansoff’

sgrowthstrategies,Porter’sgenericstrategies,andHenderson’sproductportfolio

model,weredevelopedforcorporatemanagement,notmarketingmanageme