AMA官方营销定义动态演化及其启示探析

AMA官方营销定义动态演化及其启示探析33第32卷第3期Vol32No32010年3月ForeignEconomics&ManagementMar.2010AMA,(,130012):20100114:国家自然科学基金项目基于新营销定义的中国服务业市场导向研究及其实证分析(编号:70672026):于洪彦(1956-),男,吉林大学商学院教授,博士研究生导师;刘金星(1976-),男,吉林大学商学院博士研究生:美国营销学会(AMA)先后发布的四个营销定义,充分反映了不同时期营销实务的要求与营销理论的呼应,因而,对不同时期AMA公布的营销定义进行剖析,有助于我们更深入地理解营销理论的发展与演进本文力图通过对AMA所发布的四个营销定义的理论内涵及现实意义进行历史剖析,来揭示营销理论与实务的动态变化过程及每次变化过程中营销理论的突变与飞跃,以帮助营销理论与实务工作者更好地理解营销的本质和更有效地制定营销战略与决策:营销定义;顾客价值;共创价值;社会责任:F270:A:10014950(2010)0300330720,,,AMAAMA,,,,AMA,,,,AMA20,,,,,,,,,,,,;,,,34外国经济与管理(第32卷第3期)AMAAMA[1]1935,AMA!!!,∀#[2]1960,AMA,∀#∀#[3]∀#∀#∀#,1902∀#,()1906∀#,[4]Weld∀#[5],,,,,,,∀#[6],,,,,,,,,,,,,∀#,,,,,(),,2020,,,,,,,,,,,,,1960AMA,,,,,,,,,,,,,,,,,,AMA官方营销定义动态演化及其启示探析35,,Howard(1957):[7],McKitterick(1976)AMA,McCarthy(1960):[8],∀,,#,,Howard∀#[7],(),,,,McCarthy(1960)[8]AMA,∀,#McCarthy,∀#,;,4P(Kotler),∀,#[9],1972,,∀#,∀,,#McCarthy,,AMA1985,∀,#1985:[1],,,,,4P,,,,,,,HollowayHancock[10]HollowayHancock,,,,VargoLusch(servicedominant,SD)[6]SDoperandoperant,36外国经济与管理(第32卷第3期)operand,,;operantoperand,,,operand,,,SD,,,operant,,,,,SD∀#,:(1),;(2);(3),,,;(4),,:,,,,;,,,,,[6],,,,,,,,AMA2004,∀,,#,2004:,2004∀#,,,,Kotler1972,[11],,,,[12],,,2004∀#∀#,,,[13],,,,(),,Holbrook,()()()()()()()()[14],,2004,,,,[15],,,???AMA官方营销定义动态演化及其启示探析37??,[16],1985,2004,,[17],,(valueequity)[18],,,,,,[19]2004,,,,,;,;,,2004,,,AMA,2007,∀#:,∀#,,,(),∀(offering)#2007∀#,∀#,;,;,,,:,,;,;,;,,,2004∀#,2007,,,,,∀(customer)(client)#2004,,,,2007;,;,,,38外国经济与管理(第32卷第3期),,,,,,,,,[20],1.,,,,,,,,,,,,,,,SD,,,,,,,,,,,,,,,,,,2.,,,,,,,,,,,,,,,,,,∀#∀#,,,,,STP4P,,,,,,,:[1]Darroch,J,Miles,MP,andJardine,A.The2004AMAdefinitionofmarketinganditsrelationshiptoamarketorientation:AnextensionofCooke,Rayburn,&Abercrombie(1992)[J].JournalofMarketingTheory&Practice,2004,12(4):29-38.[2]DonaldRLehmann.Journalevolutionandthedevelopmentofmarketing[J].JournalofPublicPolicy&Marketing,2005,24(1):137-142.AMA官方营销定义动态演化及其启示探析39[3]Cassels,JM.Thesignificanceofearlyeconomicthoughtonmarketing[J].JournalofMarketing,1936,1(Oct.):129-133.[4]Bartels,Robert.Thegeneraltheoryofmarketing[J].JournalofMarketing,1968,32(1):29-33.[5]Weld,LouisDH.Themarketingoffarmproducts[M].NewYork:Macmilan,1916.[6]StephenLVargo,andRobertFLusch.Evolvingtoanewdominantlogicformarketing[J].JournalofMarketing,2004,68(1):1-17.[7]Howard,JohnA.Marketingmanagement:Analysisanddecision[M].Homewood,IL:RichardD.Irwin,1957.[8]McCarthy,EugeneJ.Basicmarketing:Amanagerialapproach[M].Homewood,IL:RichardD.Irwin,1960.[9]Kotler,Philip.Marketingmanagement:Analysis,planning,andcontrol[M].EnglewoodCliffs,NJ:PrenticeHall,1967.[10]Holloway,Robert,andRobertHancock.Marketinginachangingenvironment[M].NewYork:JohnWiley&Sons,1968.[11]Kotler,Philip.Agenericconceptofmarketing[J].JournalofMarketing,1972,36(2):46-54.[12]Kohli,AjayK,andJaworski,BernardJ.Marketorientation:Theconstruct,researchpropositionsandmanagerialimplications[J].JournalofMarketing,1990,54(2):1-18.[13]Lusch,RobertF.Marketing∃sevolvingidentity:Definingourfuture[J].JournalofPublicPolicy&Marketing,2007,26(2):261-268.[14]Holbrook,Morris.Introductiontoconsumervalue[M].London:Routledge,1999.[15]Donaldson,Thomas,andPreston,LeeE.Thestakeholdertheoryofthecorporation:Concepts,evidence,andimplications[J].AcademyofManagementReview,1995,20(1):85-91.[16]Wilkie,WilliamL,andMoore,ElizabethS.Whatdoesthedefinitionofmarketingtellusaboutourselves?[J].JournalofPublicPolicy&Marketing,2007,26(2):269-276.[17]Vogel,Verena,Evanschitzky,Heiner,andRamaseshan,B.Customerequitydriversandfuturesales[J].JournalofMarketing,2008,72(6):98-108.[18]RolandTRust,KatherineNLemon,andValarieAZeithaml.Returnonmarketing:Usingcustomerequitytofocusmarketingstrategy[J].JournalofMarketing,2004,68(1):109-127.[19]Prahalad,CK,andRamaswamy,V.Cooptingcustomercompetence[J].HarvardBusinessReview,2000,78(1-2):79-87.[20]卢泰宏.营销管理演进综述(续)[J].外国经济与管理,2008,(3):34-42.(责任编辑:苏宁)(上接第17页)[6]Boswell,Wendy.Aligningemployeeswiththeorganization∃sstrategicobjectives:Outoflineofsight,outofmind[J].InternationalJournalofHumanResourceManagement,2006,17(9):1489-1511.[7]Gagnon,MarkA,etal.Employeealignmentwithstrategicchange:Astudyofstrategysupportivebehavioramongbluecollaremployees[J].JournalofManagerialIssues,2008,20(4):425-433.[8]黄再胜.企业员工战略共识的结构维度与测量!!!中国情景下的探索性研究[R].上海市社会科学界第七届学术年会论文集,2009.[9]Markoczy,Livia.Consensusformationduringstrategicchange[J].StrategicManagementJournal,2001,22(11):1013-1031.[10]Dess,GG,andPriem,RL.Consensusperformanceresearch:Theoreticalandempiricalextensions[J].JournalofManagementStudies,1995,32(4):401-417.[11]Dooley,RS,Fryxell,GE,andJudge,WQ.Belaboringthenotsoobvious:Consensus,commitmentandstrategyimplementationspeedandsuccess[J].JournalofManagement,2000,26(6):1237-1257.[12]Knight,D,etal.Topmanagementteamdiversity,groupprocess,andstrategicconsensus[J].StrategicManagementJournal,1999,20(5):445-465.[13]Ambrosini,V,andBowman,C.Managerialconsensusandcorporatestrategy[J].EuropeanManagementJournal,2003,21(2):213-221.[14]Parnell,JohnA.Competitivestrategyresearch:Currentchallengesandnewdirections[J].JournalofManagementResearch,2002