大市場行銷
大市場行銷（英語：Megamarketing）是美國市场营销學者菲利普·科特勒創造的一個術語[1][2][3]，描述當需要管理公司外部環境要素時所需的行銷活動類型（比如政府、媒體、壓力團體等）以及行銷變數；科特勒建議，在营销组合中必須再增加兩個P：公共关系（Public relations）和權力（Power）。
參考資料
[编辑]- ^ Mobley, M. F.; Elkins, R. L. Megamarketing strategies for health care services. Health Marketing Quarterly. 1990, 7 (1–2): 13–19 [2023-07-31]. ISSN 0735-9683. PMID 10106844. doi:10.1300/J026v07n01_03. （原始内容存档于2023-07-31）.
- ^ Kotler, Philip. Megamarketing. Harvard Business Review (March 1986). 1986-03-01 [2020-08-01]. ISSN 0017-8012. （原始内容存档于2023-08-01）.
- ^ Humphreys, Ashlee. Megamarketing: The Creation of Markets as a Social Process. Journal of Marketing. 2010-03-01, 74 (2): 1–19. S2CID 220584378. doi:10.1509/jm.74.2.1 （英语）.
外部連結
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