HISTORICAL RESEARCH AND THEORETICAL REVIEW FOR MANAGERIAL MARKETING IN U.S.

在本研究中，我们考察了二战后美国管理营销的历史研究和理论回顾，以探寻什么是营销本身。我们研究了以下四个主题：1)市场营销和客户导向的定义我们研究了市场营销的定义，回顾了客户导向的一些观点。因此，我们认为营销是现代销售的形式，与传统销售相比，营销的本质是以顾客为导向。2)顾客导向是营销诞生的理论基础。我们研究了20世纪初市场营销诞生时的四大理论，即萧伯纳、巴特勒、克拉克·怀特，并在这些理论中解释了顾客导向的特点。3)营销概念的产生和通用电气公司的案例分析。我们分析了营销概念(1950年S美国)，4)四种现代类型客户导向的案例研究我们提出了四种现代类型的客户导向，并对每一种类型进行了案例研究。

In this research we investigated the historical research and theoretical review for managerial marketing in U.S. after W.W. 2 in order to inquire what is marketing itself. We studied the following four topics.1) the definition on of marketing and customer orientationWe studied the definition for marketing and review for some points of customer orientation. So we assert that marketing is the modern form of selling and the essence of marketing is customer orientation compared with the traditional selling.2) customer orientation on the theories in the birth of marketingWe studied the four theories in the birth of marketing (early 20 century), that is, A. W. Shaw, R. S. Butler, F. E. Clark P. White, and we explain the characteristic of customer orientation in these theories.3) the birth of "marketing concept" and case study of General Electric Co.We analyzed "marketing concept" (1950's U.S.), that had asserted "marketing is customer orientation" and studied case study of General Electric Co., that is the application of "marketing concept".4) case studies in four modern types of customer orientationWe presented the four modern types customer orientation and studied case studies for each type.In above we got research results, but we have lots of research issues.