大市场行销

大市场行销（英语：Megamarketing）是美国市场营销学者菲利普·科特勒创造的一个术语^[1]^[2]^[3]，描述当需要管理公司外部环境要素时所需的行销活动类型（比如政府、媒体、压力团体等）以及行销变数；科特勒建议，在营销组合中必须再增加两个P：公共关系（Public relations）和权力（Power）。

参考资料

^ Mobley, M. F.; Elkins, R. L. Megamarketing strategies for health care services. Health Marketing Quarterly. 1990, 7 (1–2): 13–19 [2023-07-31]. ISSN 0735-9683. PMID 10106844. doi:10.1300/J026v07n01_03. （原始内容存档于2023-07-31）.
^ Kotler, Philip. Megamarketing. Harvard Business Review (March 1986). 1986-03-01 [2020-08-01]. ISSN 0017-8012. （原始内容存档于2023-08-01）.
^ Humphreys, Ashlee. Megamarketing: The Creation of Markets as a Social Process. Journal of Marketing. 2010-03-01, 74 (2): 1–19. S2CID 220584378. doi:10.1509/jm.74.2.1 （英语）.

外部链接

[1] Mobley, M. F.; Elkins, R. L. Megamarketing strategies for health care services. Health Marketing Quarterly. 1990, 7 (1–2): 13–19 [2023-07-31]. ISSN 0735-9683. PMID 10106844. doi:10.1300/J026v07n01_03. （原始内容存档于2023-07-31）.

[2] Kotler, Philip. Megamarketing. Harvard Business Review (March 1986). 1986-03-01 [2020-08-01]. ISSN 0017-8012. （原始内容存档于2023-08-01）.

[3] Humphreys, Ashlee. Megamarketing: The Creation of Markets as a Social Process. Journal of Marketing. 2010-03-01, 74 (2): 1–19. S2CID 220584378. doi:10.1509/jm.74.2.1 （英语）.

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