本文是为大家整理的市场营销主题相关的10篇外文毕业论文文献， 包括5篇期刊论文，5篇学位论文，为市场营销选题相关人员撰写毕业论文提供参考。

1.[期刊论文]Educating graduates for marketing in SMEs: An update for the traditional marketing curriculum

标题翻译:培训中小型企业的市场营销毕业生：传统市场营销课程的更新

期刊：《Journal of Small Business and Enterprise Development》 | 2016 年第 2 期

摘要：Purpose - Despite rising graduate unemployment in the UK, there are insufficient numbers of graduates employed in small and medium sized-enterprises (SMEs). The literature suggests that a teaching emphasis on large organisational business models in higher education institutions, particularly in the teaching of marketing theory, renders the SME sector unattractive to graduate employment and conversely, it is perceived that graduates lack additional "soft skills" vital for SME development and growth. The purpose of this paper is to provide an analysis of how SMEs define marketing and to compare student perspective on marketing within a SME context. This paper also examines the need to improve the conventional marketing curriculum with additional teaching solutions that consider the reality of UK SME ownership and student employment prospects. Design/methodology/approach - A qualitative research approach was adopted using in-depth interviews amongst ten SME owners and 20 undergraduate marketing students of a UK university. Findings - Findings revealed that the marketing practices used in SMEs were not present in the marketing curriculum in the case university. The employment of marketing graduates was not positively perceived by SME owners and equally, marketing undergraduates did not view SMEs as the career organisation of choice. Originality/value - The study re-evaluates the HE marketing curriculum and suggests an update of the curriculum in order to move the university-industry-government relationship away from the traditional knowledge transfer perspective.

摘要翻译：目的-尽管英国的毕业生失业率上升，但在中小型企业（SME）就业的毕业生人数依旧不足。文献表明，在高等教育机构中，特别是在营销理论的教学中，对高等教育中大型组织业务模型的强调使得对中小企业部门的吸引力不足，相反，人们认为，毕业生缺乏对中小企业至关重要的附加“软技能”发展和增长。本文的目的是对中小型企业如何定义营销进行分析，并比较学生在中小型企业环境下对营销的看法。本文还探讨了需要通过考虑英国中小型企业所有权和学生就业前景的现实的其他教学解决方案来改进常规营销课程的需求。设计/方法/方法-采用定性研究方法，对英国大学的10位SME所有者和20位市场营销本科生进行了深入访谈。调查结果-调查结果表明，案例大学的市场营销课程中未包含中小企业使用的市场营销实践。中小企业所有者对市场营销毕业生的就业没有积极的看法，同样，市场营销本科生也没有将中小企业视为首选的职业组织。独创性/价值-该研究重新评估了高等教育营销课程，并建议对课程进行更新，以从传统知识转移的角度将大学，行业与政府之间的关系转移出去。

关键词：SME marketing；Employability；Marketing curriculum；Marketing graduates；Small and medium-sized enterprise

关键词翻译：中小企业营销；就业能力；营销课程；市场专业毕业生；中小型企业

链接：https://www.zhangqiaokeyan.com/academic-journal-foreign_journal-small-business-and-enterprise-development_thesis/020412620954.html

---------------------------------------------------------------------------------------------------

2.[期刊论文]Where Marketing and Statistics Meet: An Interview with a Marketing and Web Analytics Statistician

标题翻译:市场营销和统计数据相遇的地方：市场营销和网络分析统计学家的访谈

期刊：《AMSTAT news》 | 2016 年第 472 期

摘要：Long before a company rolls out a new advertising campaign, chances are a statistician designed a test, forecasted the project, and set up parameters to track its success. Hossain Pezeshki-an engineer, probabilist, and mathematician-explains how he found a home in web analytics and marketing and what students of statistics can do to build the necessary mathematical skills to be successful in marketing.

摘要翻译：在公司推出新的广告活动之前很久，统计学家就有机会设计测试，预测项目并设置参数来跟踪其成功。 Hossain Pezeshki是一位工程师，概率论者和数学家，他解释了他如何在网络分析和市场营销中找到家，以及统计学专业的学生可以做什么以建立必要的数学技能，以成功地实现市场营销。

链接：https://www.zhangqiaokeyan.com/academic-journal-foreign_amstat-news_thesis/0204110928211.html

---------------------------------------------------------------------------------------------------

3.[期刊论文]Masters of insight: Marketing Art Meets Marketing Science Selected Excerpts from The David Ogilvy Awards 2015

标题翻译:洞察力大师：市场营销艺术与市场营销科学相遇摘录，摘录自2015年大卫·奥美奖

期刊：《Journal of advertising research》 | 2015 年第 3 期

链接：https://www.zhangqiaokeyan.com/academic-journal-foreign_journal-advertising-research_thesis/020412667577.html

---------------------------------------------------------------------------------------------------

4.[期刊论文]インターナル·マーケティング：マーケティング：組織的な知識創造に関する理論的枠組み

标题翻译:内部市场营销：市场营销：组织知识创造的理论框架

期刊：《品質》 | 2014 年第 4 期

摘要：本連載は4回目になります．今剛ま，理想追求型QCストーリーの底流を支える理論的枠組みについてお話ししたいと思います．今日，製造業を中心に多くの企業がコモディティ化の問題に直面していると言われています．コモディティ化とは，製品やサービスの本質的な部分で差別化が困経で，顧客側からほとんど追いを見出すことのできない状況であり，価格以外に争点を失った競争状況をいいます．この状況は価格競争の激化を招き，企業は利益をあげられない程に価格が低下することを避けられません。

摘要翻译：这是本系列中的第四次。现在，我想谈谈支持理想追求型QC故事暗流的理论框架。如今，据说许多公司，特别是在制造业中，正面临商品化的问题。商品化是在产品和服务的必要部分难以区分的情况，客户几乎无法发现，并且是竞争性的情况，其中价格以外的问题都丢失了。这种情况导致价格竞争加剧，价格不可避免地会跌至公司无法获利的地步。

链接：https://www.zhangqiaokeyan.com/journal-foreign-detail/0704017722733.html

---------------------------------------------------------------------------------------------------

5.[期刊论文]Extension in the Subjectifying Power of Marketing Ideology in Organizations: A Foucauldian Analysis of Academic Marketing

标题翻译:组织中市场营销意识形态的主体化能力扩展：对学术市场营销的一次民俗分析

期刊：《Journal of macromarketing》 | 2013 年第 1 期

摘要：In this article, we analyze the managerialistic ideology of marketing theory by focusing on "customerism"-the customer-oriented managerialism that characterizes marketing. As an ideology, customerism has made it possible for marketing to discursively compete with different management fields in directing the management of organizational members. We base our notion of managerialism in Foucauldian works on power and make a distinction between three forms of power/managerialism: sovereign, disciplinary, and pastoral. Our analysis displays how the forms of power underpinning the customeristic ideology inherent to marketing theory have changed over time, thereby contributing to the reproduction and extension of that ideology. In particular, we show how different articulations of marketing discourse have developed the managerialism of marketing in such a way that today (1) organizational members around the world are meant to be affected by it and (2) it is meant to affect these organizational members in a deeper way.

摘要翻译：在本文中，我们将重点放在“客户主义”（即表征营销的以客户为导向的管理主义）上来分析营销理论的管理思想。作为一种意识形态，客户主义使营销有可能在指导组织成员的管理中与不同的管理领域进行辩论性竞争。我们在富国主义的著作中以权力为基础的管理主义概念，对三种形式的权力/管理主义进行了区分：主权，纪律和牧区。我们的分析表明，营销理论固有的支持客户意识形态的力量形式是如何随着时间变化的，从而有助于该意识形态的再现和扩展。特别是，我们展示了营销话语的不同表达方式如何发展了营销管理主义，这种方式使得今天（1）全世界的组织成员都将受到它的影响，并且（2）它将影响这些组织成员。以更深的方式。

关键词：customerism；Foucault；globalization；ideology；managerialism；marketing theory；power；subjectification；macromarketing

关键词翻译：客户至上福柯；全球化；思想；管理主义营销理论；功率；主观宏观营销

链接：https://www.zhangqiaokeyan.com/academic-journal-foreign_journal-macromarketing_thesis/020414157348.html

---------------------------------------------------------------------------------------------------

6.[学位论文]The hand therapy profession and marketing: Therapists' attitudes, level of marketing knowledge, and marketing strategies, trends, and barriers.

标题翻译:手部疗法专业和市场营销：治疗师的态度，市场营销知识水平以及市场营销策略，趋势和障碍。

摘要：The purpose of the study was to determine hand therapists' level of marketing knowledge, identify marketing trends and strategies, examine therapists' attitudes regarding marketing, and describe perceived barriers to marketing. A researcher-designed web-based survey was sent to 2,557 American Society of Hand Therapists members; 810 therapists responded, yielding a 32% response rate. The data was analyzed using descriptive statistics.;The majority of participants were female Occupational Therapists, Certified Hand Therapists, and worked as staff therapists. Sixty-seven percent of participants rated their overall marketing knowledge as fair to poor. Eighty-three percent of participants were interested in marketing educational opportunities. Twelve percent of facilities had marketing plans and 14% had yearly marketing budgets. The most common marketing strategies used by therapists included the use of business cards and brochures and meeting face-to-face with physicians. Hand therapists generally have positive attitudes towards marketing. The main marketing barriers were lack of time, financial support, and marketing knowledge.

摘要翻译：这项研究的目的是确定手部治疗师的营销知识水平，确定营销趋势和策略，检查治疗师对营销的态度以及描述感知的营销障碍。由研究人员设计的基于网络的调查已发送给2557名美国手部治疗师学会会员； 810位治疗师做出了回应，回应率为32％。使用描述性统计数据对数据进行了分析。；大多数参与者是女性职业治疗师，经认证的手部治疗师，并担任过工作人员治疗师。 67％的参与者认为他们的整体营销知识对穷人是公平的。 83％的参与者对营销教育机会感兴趣。 12％的机构制定了营销计划，而14％的机构制定了年度营销预算。治疗师使用的最常见的营销策略包括使用名片和小册子以及与医生面对面的交流。手部治疗师通常对营销持积极态度。主要的营销障碍是缺乏时间，财务支持和营销知识。

著录项

学科：Business Administration Marketing.;Health Sciences Health Care Management.;Health Sciences Occupational Therapy.;Health Sciences Rehabilitation and Therapy.

年度：2010

链接：https://www.zhangqiaokeyan.com/academic-degree-foreign_mphd_thesis/02061341715.html

---------------------------------------------------------------------------------------------------

7.[学位论文]Marketing in developing countries: An audit of the state of marketing activities and marketing orientation.

标题翻译:发展中国家的市场营销：对市场营销活动和市场定位的状态的审计。

摘要：According to the two schools of thought on marketing and economic development, marketing can either spur economic development or be spurred by it. As such, there is a hypothesized link between economic development and the level of marketing orientation and activities in developing countries. This thesis aims to determine the level of marketing orientation and marketing activities in developing countries and seeks to investigate the correlation between these levels and the variables that the literature argues are key for economic development. To this end, a model is created based on the literature on economic development and marketing in developing countries---with the independent variables resembling [what is known in emerging market circles as] the 'Washington Consensus'. A survey is carried out using Kotlers' Marketing Audit as the investigative tool and sent to members of the American Marketing Association in developing countries. The data is analyzed by means of factor analysis and multivariate regression analysis. Descriptive statistics and a summary of the Marketing Audit results provide insight into the state of marketing in developing countries. Evidence was found supporting the hypothesis that the variables linked to the economic development of developing countries may also be used to predict the level of marketing orientation and activities in these countries. The implications of this research for academics and practitioners are discussed. Future research suggestions are also provided.

摘要翻译：根据市场营销和经济发展这两种思想流派，市场营销既可以刺激经济发展，也可以被其刺激。因此，在发展中国家的经济发展与市场导向和活动水平之间存在假设的联系。本文旨在确定发展中国家的市场营销导向和市场营销活动的水平，并试图研究这些水平与文献认为对经济发展至关重要的变量之间的相关性。为此，根据有关发展中国家经济发展和市场营销的文献建立了一个模型，其独立变量类似于“华盛顿共识”（在新兴市场中被称为“华盛顿共识”）。使用Kotlers的市场营销审计作为调查工具进行了调查，并发送给了发展中国家的美国市场营销协会的成员。通过因素分析和多元回归分析对数据进行分析。描述性统计数据和“市场营销审计”结果摘要可让您深入了解发展中国家的市场营销状况。发现证据支持以下假设，即与发展中国家经济发展有关的变量也可用于预测这些国家的营销方向和活动水平。讨论了这项研究对学者和实践者的意义。还提供了未来的研究建议。

著录项

学科：Business Administration Marketing.

年度：2002

链接：https://www.zhangqiaokeyan.com/academic-degree-foreign_mphd_thesis/02061375229.html

---------------------------------------------------------------------------------------------------

8.[学位论文]Education and job performance, job attitudes and perceptions of prior education in Nigeria: A comparative study between marketing-trained graduates and non-marketing-trained co-workers in selected areas in Nigeria using selected factors related to job performance, job attitudes and perceptions of prior education.

标题翻译:尼日利亚的教育和工作绩效，工作态度和对先前教育的看法：在尼日利亚特定地区接受市场营销培训的毕业生和未经市场营销培训的同事之间的比较研究，使用与工作绩效，工作态度和对工作的看法相关的选定因素先前的教育。

摘要：This study examined the effect of marketing education programs in selected areas in Nigeria with respect to the graduate's job performance, job involvement, job satisfaction and both the employees' and employers' perception of the employees' prior education. The main aim of the study was to compare the performance of Nigerian college or university trained marketing graduates with graduates of other fields of study in marketing related jobs.;Four states were randomly selected from the thirty states in Nigeria for the study. Questionnaires were mailed out to two hundred (200) employees and their employers to complete. One hundred four (104) employees (52%) returned their completed questionnaires. Employers also returned 208 completed questionnaires each; 104 for the Job Performance Appraisal Form and 104 for the Employer's Perception of Employee's Prior Education Questionnaire.;The Minnesota Satisfaction Questionnaire (Weiss, Dawis, England, and Lofquist, 1977), Job Appraisal Form (Bruce, 1976), Job Involvement Questionnaire (Lodahl and Kejner, 1965), and Employee's Perception of Prior Education and also Employer's Perception of Employee's Prior Education (State of Texas Employer and Student Information System, 1976) were used to assess Employees' job satisfaction, job performance, job involvement and the perceptions of prior education respectively.;Nine hypotheses involving job satisfaction, job performance, job involvement and perceptions of prior education were tested for significance. The results indicate that there were no significant differences between the two groups in job satisfaction, job performance and job involvement. Significant differences existed only in two criteria of the instrument in intrinsic job satisfaction and also in general job satisfaction. Significant differences existed in perceptions of prior education. The group that had formal education in marketing perceived their training as better preparation for the job. A T-test, Anova and Tukeys were used to analyze the data significant. Recommendations for a similar study involving a larger sample size, for other areas of discipline, for high school level, and for an improvement of the employee reward system were made.;The results of the study may be questionable because the questionnaires were designed for Western culture and may not be appropriate for use in Nigeria.

摘要翻译：这项研究检查了尼日利亚某些地区的市场营销教育计划对毕业生的工作表现，工作参与度，工作满意度以及雇员和雇主对雇员先前教育的看法的影响。该研究的主要目的是比较尼日利亚大学或大学培训的市场营销毕业生与市场营销相关工作的其他研究领域的毕业生的表现。从尼日利亚的三十个州中随机选择四个州进行研究。问卷已邮寄给两百（200）名员工及其雇主。一百零四（104）名员工（52％）返回了已填写的问卷。雇主还分别返回了208份问卷。 104为工作绩效评估表，104为雇主对雇员的先前教育调查表的认知。明尼苏达州满意度调查表（Weiss，Dawis，England和Lofquist，1977），工作评估表（Bruce，1976），工作参与调查表（Bruce，1976） Lodahl和Kejner，1965年）以及员工对雇员的学历教育以及雇主对雇员的学历教育（德克萨斯州雇主和学生信息系统，1976年）被用来评估员工的工作满意度，工作绩效，工作参与度和看法检验了涉及工作满意度，工作绩效，工作参与度和对先前教育的看法的九种假设的重要性。结果表明，两组在工作满意度，工作绩效和工作参与度方面没有显着差异。仅在该工具的两个标准中，内在工作满意度和一般工作满意度中存在显着差异。先前的教育观念存在重大差异。在市场营销方面接受过正规教育的团队认为，他们的培训为工作做好了更好的准备。使用T检验，Anova和Tukeys来分析重要数据。对涉及更大样本量的类似研究，其他学科领域，高中水平以及员工薪酬体系的改进提出了建议。该研究的结果可能令人怀疑，因为问卷是针对西方国家设计的。文化，可能不适合在尼日利亚使用。

著录项

学科：Business Administration Marketing.;Education Business.

年度：1993

链接：https://www.zhangqiaokeyan.com/academic-degree-foreign_mphd_thesis/02061488679.html

---------------------------------------------------------------------------------------------------

9.[学位论文]PRODUCER MARKETING UNDER UNCERTAINTY: IDENTIFICATION OF RISK-EFFICIENT SOYBEAN MARKETING ALTERNATIVES (RISK-MANAGEMENT, AGRICULTURAL, MARKETING, RISK-MODELING).

标题翻译:不确定性下的生产者市场营销：识别高风险的大豆市场营销替代方案（风险管理，农业，市场营销，风险建模）。

著录项

学科：Agricultural economics.

年度：1985

链接：https://www.zhangqiaokeyan.com/academic-degree-foreign_mphd_thesis/02061520612.html

---------------------------------------------------------------------------------------------------

10.[学位论文]A STUDY AND ANALYSIS OF THE ATTITUDES AND PERCEPTIONS OF MARKETING EXECUTIVES AND TRAINING MANAGERS TOWARDS PUBLIC TWO-YEAR COLLEGE MARKETING PROGRAMS.

标题翻译:市场营销执行人员和培训管理人员对公立两年制市场营销计划的态度和看法的研究和分析。

著录项

学科：Business education.

年度：1981

链接：https://www.zhangqiaokeyan.com/academic-degree-foreign_mphd_thesis/02061530573.html