营销”是从Marketing这个英文单词翻译过来的，Marketing有两种中文译法：一是把它作为一种经济活动，译为“市场营销”；二是把它作为一种学科名称，译为“市场营销学”。

营销有宏观和微观之区别。当把它理解为是一种社会经济活动过程时，则是宏观市场营销，其目的在于满足社会和人类需要，实现社会的目标；当把它理解为是一种个人或组织活动时，则是微观市场营销，其目的在于满足目标顾客的需要，实现个人或组织的目标。

目前绝大数企业一味创造产品概念、理论体系，将产品内在...

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 This shift is in fact the second major wave of change to strike the industry in recent years. For the last decade or so, pharma companies have already been reinventing their business models as the patents on some of their biggest blockbuster drugs drew close to expiration and it became c...

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