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《Journal of Beijing Technology and Business University(Social Science)》 2006-05
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Discussion on the Essence of Modern Marketing

Wang Manying (Business School, Northeast Normal University, Changchun, Jilin 130000)  
For many years, both Chinese and foreign scholars have not given a clear definition to the essence of marketing, which not only makes the essence of marketing a blur to people but also hampers the guidance of marketing theory to the marketing practice in enterprises. To develop recycle economy, to realize the sustainable development of human society, to create and transmit the new living standard, to establish, select and implement the marketing strategy favorable to the matching of enterprise's internal resources and external environment with a vision of global market, to guarantee the perpetual operation of an enterprise, all of which are the profound disclosure to the essence of modern marketing. The significance of a clear definition lies in the following: to lay a theoretical foundation for modern enterprises to establish the marketing concept, to provide a touchstone for the evaluation of marketing activities, to provide a new vision for enterprises to grasp the market, and to offer a new thinking in building marketing strategy.
【CateGory Index】: F713.50
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