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

本研究考察了二战后美国管理营销的历史研究和理论回顾。2、了解什么是营销。本文主要研究了以下四个方面的内容：1）市场营销和顾客导向的定义研究了市场营销的定义，并对顾客导向的几个观点进行了评述。2）顾客导向理论在市场营销学诞生之初的研究我们研究了市场营销学诞生之初（世纪初）的四种理论，即A. W.肖河S. Butler，F. E.克拉克·P·白色的“市场营销观念”理论，并在此基础上阐述了顾客导向理论的特点。3）“市场营销观念”的产生及通用电气公司的案例分析。曾断言“市场营销是以顾客为导向”，并研究了通用电气公司的案例研究，4）现代顾客导向的四种类型的案例研究我们提出了现代顾客导向的四种类型，并对每种类型进行了案例研究，取得了一定的研究成果，但还存在很多研究问题。

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.