行銷思想學派之發展與評估__臺灣人文及社會科學引文索引資料庫

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題名：	行銷思想學派之發展與評估
書刊名：	管理評論
作者：	黃俊英／康必松
出版日期：	1995
卷期：	14:1
頁次：	頁1-32
主題關鍵詞：	行銷思想；Marketing thought
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(9) 博士論文(3) 專書(0) 專書論文(2) 排除自我引用:8 共同引用:0 點閱:47

每一個學科的建立都會歷經許多不同思想潮流的衝擊，行銷學經過近百年的發展，已成為一整合經濟學、心理學、社會學、人類學等多種不同研究領域的應用行為科學。然而正如同其他的科學領域，行銷學在不斷擴大整合的發展過程中，同時也累積了一些至今仍難以妥善解決的問題與爭論。例如，行銷到底是一門科學或只是一門標準化的藝術？何者才是或應該是行銷理論的最佳研究領域？何者才是或應該是行銷的主要觀點？何者才是或應該是行銷與社會間的適當關係？有沒有可能提出一個行銷的一般性理論？要對這些爭論的問題提出合理的解答，有必要對行銷領域中各個思想學派的源起與發展做一歷史性的回顧與評估。本文將依據Sheth，Gardner & Garrett (1988)的分類，就商品學派、功能學派、區域學派、體制學派、實用論者學派、管理學派、購買者行為學派、行動論者學派、宏觀行銷學派、組織動態學派、系統學派、社會交換學派等十二個行銷思想學派的理論內涵逐一做有系統的評介。

以文找文

Every discipline has been suffered the shock of a lot of schools of thought before it came into a discipline. Through nearly one hundred years developing, marketing has become an applied behavioral science integrating several different kind of disciplines, including economics, psychology, sociology, and anthropology. However, like other disciplines, marketing, in its integrating and developing process, also accumulated a lot of controversies among marketing scholars. For example, What is, or should be, the dominant perspective in marketing? What is, or should be, the relationship between marketing and society? What is, or should be, the proper domain of marketing theory? Is marketing a science or at best a standardized art? Is it really possible to create a general theory of marketing? These questions are, on one hand, presenting an identity crisis for the discipline and, on the other hand, creating exciting opportunities to generate more innovative ideas. According to Sheth, Gardner, and Garrett's(1988) classification, this paper will systematically introduce and evaluate commodity school, functional school, regional school, institutional school, functionalist school, managerial school, buyer behavior school, activist school, macromarketing school, organizational dynamics school, systems school and social exchange school.

以文找文

期刊論文
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26.	Murphy, Patrick E.、Enis, Ben M.(1986)。Classifying Products Strategically。Journal of Marketing，50(3)，24-42。
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31.	周德光、黃俊英(19930400)。區域學派行銷思想之評介。臺北銀行月刊，24(4)=283，39-46。延伸查詢
32.	俞慧芸、黃俊英(19930500)。體制學派行銷思想的發展與評估。臺北銀行月刊，24(5)=284，7-17。延伸查詢
33.	俞慧芸、黃俊英(19930600)。組織動態學派行銷思想的發展與評估。臺北銀行月刊，24(6)=285，30-41。延伸查詢
34.	康必松、黃俊英(19940900)。宏觀行銷學派行銷思想的發展與評估。臺北銀行月刊，25(9)=300，38-58。延伸查詢
35.	黃國良、黃俊英(19940700)。社會交換學派行銷思想的理論內涵與評估。臺北銀行月刊，25(7)=298，20-34。延伸查詢
36.	黃國良、黃俊英(19941200)。行動論者學派行銷思想的理論內涵與評估。臺北銀行月刊，25(12)=303，11-20。延伸查詢
37.	蘇雲華、黃俊英(19930900)。功能學派行銷思想的發展與評估。臺北銀行月刊，24(9)=288，32-39。延伸查詢
38.	Bagozzi, Richard P.(1978)。Marketing as Exchange: A Theory of Transactions in the Marketplace。American Behavioral Scientist，21(4)，535-556。
39.	Gaski, John F.(1986)。Interrelations among a Channel Entity's Power Sources: Impact on the Exercise of Reward and Coercion on Expert, Referent, and Legitimate Power Sources。Journal of Marketing Research，23(1)，62-77。
40.	Bucklin, Louis P.(1965)。Postponement, Speculation and the Structure of Distributioii Channels。Journal of Marketing Research，2(1)，26-31。
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43.	Dean, Joel(1950)。Pricing Policies for New Product。Harvard Business Review，28，45-53。
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47.	Hunt, Shelby D.(1989)。Reification and Realism in Marketing: In Defense of Reason。Journal of Macromarketing，9(2)，4-10。
48.	Hunt, Shelby D.、Burnett, John J.(1982)。The Macromarketing/Micromarketing Dichotomy: A Taxonomical Model。Journal of Marketing，46(3)，11-26。
49.	Kaish, S.(1967)。Cogntive Dissonance and the Classification of Consumer Goods。Journal of Marketing，31，28-31。
50.	Lewis, Richard J.、Erickson, Leo G.(1969)。Marketing Functions And Marketing System: A Synthesis。Journal of Marketing，33，10-14。
51.	Luck, D. J.(1959)。On The Nature of Specialty Goods。Journal of Marketing，24(Jul.)，61-64。
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53.	Mick, David Glen(1986)。Comsumer Research and Semiotics: Exploring the Morphology of Signs, Symbol, and Significance。Journal of Consumer Research，13(2)，196-213。
54.	Rethan, Arno J.(1979)。The Aldersonian Paradigm: A Perspective for Theory Development and Synthesis。Conceptual and Theoretical Developments in Marketing。
55.	Rook, Dennis W.(1985)。The Ritual Dimension of Consumer Behavior。Journal of Consumer Research，12(3)，251-264。
56.	Ryan, Franklin W.(1935)。Functional Concepts in Market Distribution。Harvard Business Review，13，205-224。
57.	Savitt, Ronald(1989)。Looking Back to See Ahead:Writing the History of American Retailing。Journal of Retailing，65(3)，326-355。
58.	Sternthal, Brian、Tybout, Alice M.、Calder, Bobby J.(1987)。Confirmatory Versus Comparative Approaches to Judging Theory Tests。Journal of Consumer Research，14，114-125。
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61.	Stern, L. W.、Reve, T.(1980)。Distribution Channels as Political Economies: A Framework for Comparative Analysis。Journal of Marketing，44(3)，52-64。
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68.	Smith, Wendell R.(1956)。Product differentiation and market segmentation as alternative marketing strategies。Journal of Marketing，21(1)，3-8。
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會議論文
1.	Alderson, W.(1958)。The Analytical Framework for Marketing。Conference of Marketing Teachers from Far Western States。Berkeley, CA：School of Business Administration, University of California Press。15-28。
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圖書
1.	Moyer, R.(1972)。Macro Marketing: A Social Perspective。New York：John Wiley and Sons。
2.	Alderson, Wroe(1965)。Dynamic Marketing Behavior: A Functionalist Theory of Marketing。Homewood, Illinois：Richard D. Irwin。
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4.	Weld, L. D. H.(1916)。The Marketing of Farm Products。New York：The Macmillan Company。
5.	Festinger, Leon(1957)。A Theory of Cognitive Dissonance。Row, Peterson & Company。
6.	Sheth, Jagdish N.、Gardner, David M.、Garrett, Dennis E.(1988)。Marketing Theory: Evolution and Evaluation。John Wiley & Sons, Inc.。
7.	McCarthy, Edmund Jerome(1960)。Basic marketing: A managerial approach。Richard D. Irwin, Inc.。
8.	Katz, E.、Lazaresfeld, P. F.(1955)。Personal Influence: The Party Played by People in the Flow of Mass Communications。New York, NY：The Free Press。
9.	Breyer, Ralph F.(1934)。The Marketing Institution。New York：McGraw-Hill Book Co.。
10.	Converse, Paul D.(1943)。A Study of Retail Trade Areas in East Central。Illinions, Urbana：University of Illinois Press。
11.	Fisk, George(1967)。Marketing Systems: An Introductory Analysis。New York：Harper and Row。
12.	Howard, John A.(1963)。Marketing: Exective and Buyer Behavior。New York：Columbia University Press。
13.	Katona, George C.、Mueller, Eva(1953)。Consumer Attitudes and Demand: 1950-1952。Ann Arbor：Survey Research Center, Institute for Social Research, University of Michigan。
14.	Reilly, William J.(1931)。The Law of Retail Gravitation。Austin, Texas：The University of Texas。
15.	Stern, Louis W.(1969)。Distribution Channels: Behavioral Dimensions。Boston：Houghton Mifflin Company。
16.	Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。
17.	Katz, Daniel、Kahn, Robert L. Jr.(1966)。The Social Psychology of Organizations。John Wiley & Sons, Inc.。
18.	Alderson, Wroe(1957)。Marketing Behavior and Executive Action: Functionalist Approach to Marketing Theory。Richard D. Irwin, Inc.。
19.	Bettman, Joseph R.(1979)。An Information Processing Theory of Consumer Choice。Addison-Wesley。
20.	Rogers, Everett M.(1962)。Diffusion of innovations。The Free Press。
21.	Fishbein, Martin、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。
22.	Converse, Paul D.、Huegy, Harvey(1940)。The elements of marketing。New York：Prentice-Hall。

圖書論文
1.	Aspinwall, Leo(1958)。The Characteristics of Goods and Parallel Systems Theories。Managerial Marketing。Homewood, Illinois：Richard D. Irwin。
2.	Carman, James M.(1980)。Paradigms for marketing theory。Research in marketing。JAI Press。
3.	Enis, B. M.、Roering, K. J.(1980)。Product classification taxonomies: synthesis and consumer implications。Theoretical Developments in Marketing。Chicago：American Marketing Association。
4.	Holbrook, M. B.、Howard, J. A.(1977)。Frequently Purchased Nonduration Goods and Services。Selected Aspects of Consumer Behavior: A Summary from the Perspective of Different Disciplines。Washington, D.C.：National Science Foundation。
5.	Sheth, Jagdish N.、Gardner, D. M.(1982)。History of Marketing Thought: An Update。Marketing Theory: Philosophy of Science Perspectives。Chicago：American Marketing Association。
6.	Mclnnes, W.(1964)。A Conceptual Approach of Marketing。Theory in Marketing。Homewood, Illinois：Richard D. Irwin。
7.	Bourne, F. S.(1957)。Group influence in marketing and public relations。Some Applications of Behavioral Research。Paris：United Nations Educational, Scientific and Cultural Organization。
8.	Andreasen, Alan R.(1977)。A Taxonomy of Consumer Satisfaction/ Dissatisfaction Measures。Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction。Cambridge, Massachusetts：Marketing Science Institute。
9.	Bagozzi, Richard P.(1979)。Toward A Formal Theory of Marketing Exchanges。Conceptual and Theoretical Developments in Marketing。Chicago, IL：American Marketing Association。
10.	Balderston, F.(1964)。Design of Marketing Channels。Theory in Marketing。Homewood, Illinois：Richard D. Irwin, Inc.。
11.	Bauer, Raymond A.(1960)。Comsumer Behavior as Risk Taking。Dynamic Marketing for a Changing World。Chicago：American Marketing Association。
12.	Bonoma, Thomas、Bagozzi, Richard、Zaltman, Gerald(1978)。The Dyadic Paradigm with Specific Application Toward Industrial Marketing。Organizational Buying Behavior。Chicago：American Marketing Association。
13.	Graham, John L.(1987)。A Theory of Interorganizational Negotiation。Research in Marketing。Greenwich, Connecticut：JAI Press。
14.	Grether, E. T.(1950)。A Theoretical Approach to the Study of Marketing。Theory in Marketing。Homewood, Illinois：Richard D. Irwin。
15.	Hollander, Stanley C.(1980)。Some Notes on the Difficulty of Identifying the Marketing Thought Contributions of the Early Institutionalists。Theoretical Developments in Marketing。Chicago：American Marketing Association。
16.	Hunt, Shelby D.、Goolsby, Jerry(1988)。The Rise and Fall of the Functional Approach to Marketing:A Paradigm Displacement Perspective。Historical Perspectives in Maketing: Essays in Honor of Stanley C. Hollander。Lexington, MA：Hollander, Lexington Books。
17.	Shawver, Donald L.、Nickels, William O.(1979)。A Rationalization for Macro-Marketing Concepts and Definitions。Macro-Marketing:New Steps on the Learning Curve。Boulder：Business Research Division, Graduate School of Business Administration, University of Colorado。
18.	Sheth, Jagdish N.(1974)。A Theory of Family Buying Decision。Models of Buyer Behavior: Conceptual, Quantitative, and Empirical。New York：Harper & Row, Publishers, Inc。
19.	Sheth, Jagdish N.、Sethi, S. Prafcash(1977)。A Theory of Cross-Cultural Buyer Behavior。Consumer and Industrial Buying Behavior。New York：Elsevier North-Holland。
20.	Sheth, Jagdish N.、Gross, Barbara L.(1988)。Parallel Development of Marketing and Consumer Behavior:A Historical Perspective。Historical Perspectives in Marketing。Lexington：D.C. Health and Company。
21.	McCammon, Bert C. Jr.(1963)。Alternative Explanations of Institutional Change and Channel Evolution。Toward Scientific Marketing。Chicago, IL：American Marketing Association。

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