最近,美国市场营销协会将市场营销重新定义为:“计划和执行思想、商品、服务的概念形成、定价、促销和分销的过程,并从这一过程中创造符合个体和组织目标的交换。”很不幸,目前大多数企业的市场营销效率和效果均不理想,它们没有能够创造出符合个体和组织目标的交换。究其根本原因,是由于这些企业不能对瞬息万变的市场环境作出适 Recently, the American Marketing Association redefines marketing as: “The process of planning and implementing ideas, the formation of concepts for goods, services, pricing, promotion, and distribution, and creating exchanges that meet individual and organizational goals from this process.” Unfortunately, most companies currently have poor marketing efficiencies and effects. They have not been able to create exchanges that meet individual and organizational goals. The fundamental reason is that these companies cannot adapt to the ever-changing market environment.