Tiến hóa đến một Logic Chiếm ưu thế Mới trong Marketing
Tóm tắt
Marketing đã kế thừa một mô hình trao đổi từ kinh tế học, trong đó có logic chiếm ưu thế dựa trên sự trao đổi "hàng hoá", thường là sản phẩm được chế tạo. Logic chiếm ưu thế tập trung vào các nguồn tài nguyên hữu hình, giá trị nhúng và các giao dịch. Trong vài thập kỷ qua, những quan điểm mới đã xuất hiện, mang lại một logic được điều chỉnh tập trung vào các nguồn tài nguyên phi vật chất, sự đồng sáng tạo giá trị và các mối quan hệ. Các tác giả tin rằng những quan điểm mới này đang hội tụ để hình thành một logic chiếm ưu thế mới cho marketing, trong đó việc cung cấp dịch vụ thay vì hàng hoá là nền tảng cho sự trao đổi kinh tế. Các tác giả khám phá logic đang phát triển này và sự chuyển biến tương ứng trong quan điểm của các học giả marketing, thực hành marketing và giáo dục marketing.
Từ khóa
#Marketing #Logic Chiếm ưu thế #Trao đổi hàng hoá #Tài nguyên vô hình #Đồng sáng tạo giá trị #Mối quan hệTài liệu tham khảo
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