Strategic Marketing Management - Principles. Methods. Empirical Research

Author: Pan Chengyun
Publisher:
Publish Date: 2006-04-01
Features: The examination of the development process of marketing management theory over nearly a century indicates that the emergence and evolution of any marketing management theory are inevitable outcomes of corporate actions. Any new marketing management theory is formed through the negation of the negation of existing theories that do not adapt to the changing requirements of the objective socio-economic environment, resulting in a process of "sublation." Based on these two conclusions, after examining the fundamental characteristics of the contemporary objective socio-economic environment and the development process of traditional marketing management theory centered around the "marketing concept" since the 1950s, a strategic marketing management theory with the core content of the "strategic marketing concept" is proposed, and it is considered one of the possible directions for the future development of marketing management theory in the 21st century. On this basis, discussions are conducted on the main issues of the strategic marketing management theory framework, such as the strategic marketing concept, target social publics, corporate image, brand corporate strategy, and the selection of dominant information dissemination methods for enterprises under the conditions of the strategic marketing concept.