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软营销论 被引量:5

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摘要 软营销作为一种营销策略,相对于“硬营销”更具有灵活性、委婉性和全局性,其形式并非统一,但具有系统性;作为一种市场渗透术,其表现形式共性成份小而个性成份大。它的存在并不排斥“硬营销”,它的价值更在于实践上的成功。
作者 李艳华
机构地区 贵州大学
出处 《经济与管理研究》 CSSCI 北大核心 1998年第6期38-40,共3页 Research on Economics and Management
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  • 1菲利普·科特勒,凯文·莱恩·凯勒.《营销管理》.上海人民出版社,2006-09,480页.
  • 2Anne Jalkala,Bernard Cova,Robert Salle,Risto T. Salminen,Changing project business orientations:Towards a new logic of project marketing [J]. European Management Journal, (2010),28 : 124-138.
  • 3IT售前技术网:http://www.sysvs.com.
  • 4F. Leff Bonney, Brian C. Williams. From products to solutions: the role of salesperson opportunity recognition [J].European Journal of Marketing, 2009,43(7/8) : 1032-1052.
  • 5Kotler Philip. Marketing Management: Analysis, Planning, Implementation and Control (7thed.) [M].N J: prentice-Hall,Englewood cliffs, 1991.
  • 6Chen Fei-long. Analysis on knowledge framework and development trend of the presale services [J].Proceedings of the 2010 International Conference of Information Science and Management Engineering,ISME 2010: 295-8, 2010.
  • 7A.Parausuraman,V.A.Zeithamal,and L.Berry. SERVQUAL:A Muhipleltem Scale for Measuring Consumer Perceptions of Service Quality [J]. Journal of Retailing, 1988, Vol.64 (No.1): 12-40.
  • 8Andrew Davies,Tim Brady,Michael Hobday.Organizing forsolutions:Systems seller vs.systems integrator. IndustrialMarketing Management . 2007
  • 9Olli Pekkarinen,Risto T Salminen,Anne Jalkala.ServiceOffering in Solution Marketing-A Single Case Study. IMP2008 Conference .
  • 10Anne Jalkala,Bernard Cova,Robert Salle,Risto T.Salmi-nen.Changing project business orientations:Towards a newlogic of project marketing. European Management Journal . 2010

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