In these explorations, they are all in the relational marketing frame, and make the improvement to the traditional marketing theory and the method by taking the customers as the center and taking the network and the information technology as the marketing tools.
The first part of this article "The Traditional Marketing Theory 4P Theory and Its Development" briefly introduces the institution of marketing theory and the development from 4P to 10P,indicating that the market exploiting activity is not only the main source of expanding modern marketing practice,but also the substance base to develop the modern marketing theory.
To accommodate to the need of development in electronic commerce, the authors briefly introduce the strategy combined with 4C and 4R in marketing in the foundation of 4P coming from the traditional marketing.
The existence of multiple elements that are basic and overlapping in the e-marketing mix indicates that integration across elements should be more commonplace compared to the traditional marketing mix.
Nevertheless, several traditional tenets of marketing are questioned by the findings and it would seem that the traditional marketing model, as developed for large companies, is neither entirely necessary nor applicable for the smaller firm.
This suggests that using organizational size-related variables as means of assigning the appropriate level of decision-making autonomy to each of the traditional marketing areas is not appropriate.
Using transaction-level detail, an analyst can supplement the traditional marketing segmentation with triggers built upon time-series patterns.
The effect on the traditional marketing, sales and service channels of pharmaceutical companies could be drastic.
The paper discusses four major new findings in modern marketing,namely,Creating Demand,Major Marketing,4 C Marketing and Green Marketing.On the basis of a comparison between the traditional marketing and the new findings,the author analyzes and makes comments on the contributions of modern marketing.
Data-base marketing is a new kind of business mode in 1990s which based upon the traditional marketing busness. It was widely used and highlighted. This article introduces the concept of the data-base marketing and its main advantage compared with the haditional business type. Finally, ms paper mainly introduces the business styles and the running procedure of beta-base marketing program and descibes it's applied situation both in and out of China.
A new concept——Total Brand Management (TBM for short)was put forword in this paper.According to it,brand management should stretch from the traditional marketing management systematizing.The paper first points out several problems which exist in our famous product market,and then makes a systematic exposition the meaning of applying TBM and how TBM is applied.