行銷思想學派之發展與評估

The Development and Evaluation of Marketing School of Thought

10.6656/MR.1995.14.1.CHI.1

黃俊英(Jun-Ying Huang)；康必松(Pi-Song Kang)

行銷思想 ； Marketing thought

管理評論

14卷1期（1995 / 01 / 01）

1 - 32

繁體中文

每一個學科的建立都會歷經許多不同思想潮流的衝擊，行銷學經過近百年的發展，已成為一整合經濟學、心理學、社會學、人類學等多種不同研究領域的應用行為科學。然而正如同其他的科學領域，行銷學在不斷擴大整合的發展過程中，同時也累積了一些至今仍難以妥善解決的問題與爭論。例如，行銷到底是一門科學或只是一門標準化的藝術？何者才是或應該是行銷理論的最佳研究領域？何者才是或應該是行銷的主要觀點？何者才是或應該是行銷與社會間的適當關係？有沒有可能提出一個行銷的一般性理論？要對這些爭論的問題提出合理的解答，有必要對行銷領域中各個思想學派的源起與發展做一歷史性的回顧與評估。本文將依據Sheth，Gardner & Garrett (1988)的分類，就商品學派、功能學派、區域學派、體制學派、實用論者學派、管理學派、購買者行為學派、行動論者學派、宏觀行銷學派、組織動態學派、系統學派、社會交換學派等十二個行銷思想學派的理論內涵逐一做有系統的評介。

Every discipline has been suffered the shock of a lot of schools of thought before it came into a discipline. Through nearly one hundred years developing, marketing has become an applied behavioral science integrating several different kind of disciplines, including economics, psychology, sociology, and anthropology. However, like other disciplines, marketing, in its integrating and developing process, also accumulated a lot of controversies among marketing scholars. For example, What is, or should be, the dominant perspective in marketing? What is, or should be, the relationship between marketing and society? What is, or should be, the proper domain of marketing theory? Is marketing a science or at best a standardized art? Is it really possible to create a general theory of marketing? These questions are, on one hand, presenting an identity crisis for the discipline and, on the other hand, creating exciting opportunities to generate more innovative ideas. According to Sheth, Gardner, and Garrett's(1988) classification, this paper will systematically introduce and evaluate commodity school, functional school, regional school, institutional school, functionalist school, managerial school, buyer behavior school, activist school, macromarketing school, organizational dynamics school, systems school and social exchange school.