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題名：行銷思想學派的演進與典範的移轉
書刊名：臺大管理論叢
作者：黃俊英／周泰華 引用關係／郭德賓 引用關係
作者(外文)：Huang, Jun-ying／Chow, Tai-hwa／Kuo, Te-ping
出版日期：1997
卷期：8:1
頁次：頁187-220
主題關鍵詞：行銷思想學派；行銷典範；Marketing school of thought；Marketing paradigm
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(5) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:11
  • 點閱點閱:143
　　　　　「行銷學」經過近百年的演進，在發展的過程中不斷從其他研究領域引進觀念，並且擴大應用範圍，如今已發展成為整合經濟學、心理學、社會學、人類學等多種不同學科，形成以「交換」為核心觀念的一門應用科學，並且反過來向其他學科滲透擴散，被廣泛地運用到各種組織和社會、政治領域。本文根據 Sheth，Gardner and Garrett (1988) 的分類，使用簡易圖解的方法來闡述十二個行銷思想學派的基本理念，並以Kuhn (1970) 的「典範理論」觀點來探討行銷思想的演進與典範的移轉，以及因為典範移轉所引發的問題與可行的解決之道。
　　　　　Marketing through nearly one-hundred-year evolution has continuously borrowed concepts from other research territory in its developing process. Today, marketing has integrated different kinds of disciplines, including economics, psychology, sociology and anthrology, formed as an applied science with core concept as “exchange”, and oppositely diffused to other disciplines, organizations and societical, political domain. Baed on Sheth, Gardner and Garrett's (1988) classification, this paper (1) uses diagrammatic method to explain the primary concept of twelve marketing schools of thought, (2) utilizes Kuhn's (1970) “Paradigm theory” viewpoint to explore the evolution of marketing thought and change of apradigm, (3) discussed the problems derived from changing of paradigm, and suggests some feasible solutions to the problems.
期刊論文
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25.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new window
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36.Dowling, G. R.(1983)。The Application of General System Theory to an Analysis of Marketing Systems。Journal of Marketing，3，22-32。  new window
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48.Arndt, Johan(1983)。The Political Economy Paradigm: Foundation for Theory Building in Marketing。Journal of Marketing，47(4)，44-45。  new window
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50.Levitt, Theodore(1965)。Exploit the Product Life Cycle。Harvard Business Review，43(6)，81-94。  new window
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圖書
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8.Kuhn, A.(1963)。The Study of Society: A Unified Approach。Homewood, IL：Dorsey Press。  new window
9.Weld, L. D. H.(1916)。The Marketing of Farm Products。New York：The Macmillan Company。  new window
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圖書論文
1.Aspinwall, Leo(1958)。The Characteristics of Goods and Parallel Systems Theories。Managerial Marketing。Homewood, Illinois：Richard D. Irwin。  new window
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