Social Marketing Case Study in Chinese Firms: Based on Knowledge Map Method

摘要：

Social marketing is now a new trend of marketing management of enterprises to cope with economic globalization. In response to the complex and changing economic environment, and in order to gain competitive advantage ultimately, many businesses have started to promote a social marketing. In fact, few companies can really achieve good social marketing from social network. In response to this problem, this article is mainly based on the marketing theory in combing the literature on social marketing, by knowledge map research we have done some social marketing research and in-depth analysis on issues such as important factors.

关键词： Social marketing Knowledge map Case study

作者: ZHANG Wei WANG Xi-quan ZHANG Li GAO Shan

作者单位: Jinling Institute of Technology, Nanjing, P.R. China, 211169 Nanjing University of Traditional Chinese Medicine Nanjing, P.R. China, 210046

会议类型: 国际会议

会议名称: 2012 International Conference on Public Administration(8th)(2012年公共管理国际会议 ICPA)

会议地点: 印度海德拉巴

会议语种:英文

页码: 750-754

在线出版日期: 2012-10-25（万方平台首次上网日期，不代表论文的发表时间）