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资源基础论与营销能力:一个理论述评 被引量:2

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摘要 资源基础论从企业内部的资源和能力出发来研究租金的产生与维持,寻找企业成长的动因,用企业内部资源的特殊性来解释企业之间竞争优势的差异。战略营销既是一种企业哲学,也是一个实施过程。营销能力是战略营销理论研究中的一个重要方面。本文对基于资源的营销能力理论研究和实证研究进行介绍并加以简评,为后续的研究奠定了基础。
出处 《吉林工商学院学报》 2008年第4期56-59,共4页 Journal of Jilin Business and Technology College
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