市场上不下千种的营销类书籍大体分为三类:学术专著、教材讲义和通俗读物。每一类图书都为中国营销的理论和实践的发展做出了一定的贡献,但是整体研究水平有待提高。目前普遍存在的问题是:学术专著缺乏实证,教材讲义大同小异,通俗读物不够专业。因为越来越多的人把市场营销当作了常识而非知识和科学,宏观经济学家可以大谈营销,社会新闻记者可以在媒体开设营销专栏,人力资源经理可以对企业的营销规划指手画脚 Not less than a thousand kinds of marketing books on the market can be divided into three categories: academic monographs, teaching materials handouts and popular books. Each type of book has made some contribution to the development of theory and practice of marketing in China, but the overall research level needs to be improved. The prevailing problems are: lack of empirical evidence of academic monographs, textbooks and more similar, popular books are not professional. Because more and more people regard marketing as common sense rather than knowledge and science, macroeconomists can talk about marketing, social journalists can create marketing columns in the media, and human resource managers can point finger at corporate marketing plans