CAJ | 학술논문

针对美国市场营销学会对营销概念的重新界定之弊端，本文以服务和关系营销为研究的逻辑起点，对一般意义上的营销概念进行了拓展，提出了新的营销定义。首先，对传统和新的营销概念进行深层次分析；其次，结合营销定义最重要的构成要素，对营销作为一项组织职能的拓展与延伸进行了探讨；最后，通过对上述命题的分析，将营销概念与承诺管理等概念进行耦合，阐述本文所提出的新营销概念的理论意义和现实意义。
침대미국시장영소학회대영소개념적중신계정지폐단，본문이복무화관계영소위연구적라집기점，대일반의의상적영소개념진행료탁전，제출료신적영소정의。수선，대전통화신적영소개념진행심층차분석；기차，결합영소정의최중요적구성요소，대영소작위일항조직직능적탁전여연신진행료탐토；최후，통과대상술명제적분석，장영소개념여승낙관리등개념진행우합，천술본문소제출적신영소개념적이론의의화현실의의。
The American Marketing Association has updated its marketing definition and included value for customers and customer relationships in the new definition. Moreover, marketing is defined as one organizational function. However, there still exist some limitations in the new definition. Therefore, taking mainly service and relationship marketing research as a starting point, the paper broadens the discussion to a generic marketing level and analyzes the underpinning logic of the updated definition. It concludes that the use of these elements of the definition is not well founded in current research and that marketing cannot be treated as one organizational function only. A set of propositions regarding the scope and content of a marketing definition are developed on the basis of the analyses of the updated definition. Finally, based on the analyses and the set of propositions, an alternative marketing definition （ based on the promise concept, and labeled a promise management definition） is suggested and its implications for marketing research and practice are discussed.