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

Research Project

Project/Area Number 12630114
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeSingle-year Grants
Section一般
Research Field Commerce
Research InstitutionKyoto University

Principal Investigator

WAKABAYASHI Yasunaga  GRADUATE SCHOOL OF ECONOMICS, PROFESSOR, 経済学研究科, 教授 (70240447)

Project Period (FY) 2000 – 2002
Project Status Completed (Fiscal Year 2002)
Budget Amount *help
¥2,000,000 (Direct Cost: ¥2,000,000)
Fiscal Year 2002: ¥600,000 (Direct Cost: ¥600,000)
Fiscal Year 2001: ¥700,000 (Direct Cost: ¥700,000)
Fiscal Year 2000: ¥700,000 (Direct Cost: ¥700,000)
KeywordsMANAGERIAL MARKETING / MARKETING CONCEPT / CUSTOMER ORIENTATION / GENERAL ELECTRIC CO. / マーケティング / マーケティン・コンセプト
Research Abstract

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 orientation
We 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 marketing
We 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 orientation
We 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.

Report

(4 results)
  • 2002 Annual Research Report   Final Research Report Summary
  • 2001 Annual Research Report
  • 2000 Annual Research Report
  • Research Products

    (6 results)

All Other

All Publications (6 results)

  • [Publications] 若林 靖永: "顧客志向のマス・マーケティング"同文館. (2003)

    • Description
      「研究成果報告書概要(和文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] YASNAGA WAKABAYASHI: "CUSTOMER ORIENTED MASS MARKETING"BOOKS DOHBUNKAN. (2003)

    • Description
      「研究成果報告書概要(欧文)」より
    • Related Report
      2002 Final Research Report Summary
  • [Publications] 若林 靖永: "成立期マーケティングにみる顧客志向"経済論叢(京都大学). 171・3. (2003)

    • Related Report
      2002 Annual Research Report
  • [Publications] 若林 靖永: "顧客志向のマス・マーケティング"同文館(未定). (2003)

    • Related Report
      2002 Annual Research Report
  • [Publications] 京都大学マーケティング研究会編: "マス・マーケティングの発展・革新"同文舘. 259 (2001)

    • Related Report
      2001 Annual Research Report
  • [Publications] 近藤文男, 陶山計介, 青木俊昭編著: "21世紀のマーケティング戦略"ミネルヴァ書房. 291 (2001)

    • Related Report
      2001 Annual Research Report

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Published: 2000-04-01   Modified: 2016-04-21  

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