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Comprehensive Survey on the Development of Macromarketing Researcu in the U.S.

美国宏观营销研究发展综合调查

基本信息

批准号：
08453014
负责人：
USUI Kazuo
金额：
$ 2.18万
依托单位：
Saitama University
依托单位国家：
日本
项目类别：
Grant-in-Aid for Scientific Research (B)
财政年份：
1996
资助国家：
日本
起止时间：
1996 至 1998
项目状态：
已结题

项目摘要

The purpose of this research project was to survey the Macromarketing School in the U.S.Thanks to Professor Robert Nason who is a leading figure of the School and was an editor of the Journal of Macromarkeling, the investigator compiled a database of the all papers at the Macromarketing Seminar from its beginning in 1976 to 1997. Looking through papers, especially in the early days of the Macromarketing School, the investigator considered the controversy on the concept and the methodology of macromarketing. The investigator indicated that the multidimensional definition of macromarketing by Hunt includes substantially both aggregation and perspective criteria. A few topics in macromarketing, such as marketing history, marketing and quality-of-life, and marketing and development, had already appeared in the early days and then developed into the major fields in macromarketing.The investigator focused on marketing history as a part of macromarketing. Based on the definition of marketing as economic and social exchanges and relativistic methodology, marketing historians in the U.S.criticize ahistorical and ethnocentric tendencies in the main stream of marketing. This orientation is perfectly opposite to the one of Japanese historians because Japanese scholars have identified marketing as of U.S.origin. The investigator hopes that scholars in both countries will be able to overcome this gap, and scholarly cooperation can be developed in macromarketing and marketing history.

这项研究项目的目的是调查宏观营销学院在美国感谢罗伯特·纳森教授谁是学校的领导人物，是宏观营销杂志的编辑，调查员编制了一个数据库的所有论文在宏观营销研讨会从1976年开始到1997年。通过对文献的梳理，特别是宏观营销学派早期的文献，对宏观营销概念和方法论的争论进行了思考。研究者指出，Hunt对宏观营销的多维定义基本上包括聚合和视角标准。宏观营销学中的营销史、营销与生活质量、营销与发展等几个主题在早期就已经出现，并逐渐发展成为宏观营销学的主要研究领域，而营销史作为宏观营销学的一部分也成为研究者关注的焦点。美国市场营销史学家将市场营销定义为经济和社会的交换，运用相对主义的方法论，对主流市场营销中的非历史主义和种族中心主义倾向进行了批判。这一取向与日本历史学家的取向完全相反，因为日本学者认为营销起源于美国。研究者希望两国学者能够克服这一差距，在宏观营销和营销史方面开展学术合作。