论文部分内容阅读
50多年前,管理大师彼得·德鲁克就说过“公司只有营销和创新两个基本职能”。阿尔·里斯认为营销的真正目标是开创未来。“营销”是商业界提及率非常高的一个词汇,但是,这并不代表人们真正认识到了它本质的内涵,也并不意味着它得到了充分的重视。最近一项调查显示,英国100强公司的首席执行官中,仅有12%的人拥有营销方面的经验,仅有57%的大公司会向董事会汇报营销工作方面的情况,仅有
More than 50 years ago, management guru Peter Drucker said that “the company has only two basic functions of marketing and innovation.” Arris believes the real goal of marketing is to create the future. “Marketing ” is a term mentioned by the business community as a very high rate. However, this does not mean that people really recognize its essence, nor does it mean that it has received enough attention. According to a recent survey, only 12% of chief executives of top 100 British companies have marketing experience and only 57% of large companies report to the board about marketing efforts. Only