韓國企業에의 現代마아케팅理念 導入. 定着沮害要因에 관한 硏究 = A Study on introduction of the Modern Marketing Concept and Factors Preventing Its Acceptance by Korean Firms

다국어 초록 (Multilingual Abstract)

This study attempts to analyze the reasons why many Korean firms have not yet been introduced to the modern marketing concept, since the acceptance and development of the moden marketing concept is the key to the enhancement of the socio-cultural role of Korean firms.
Thus, this study trys to prove the validity of this thema, through clarifying the purpose and necessity of the modern marketing concepts. Modern marketing concept includes interests of firms, consumers, society, and even the interest of the long-term welfare of consumers and society.
Besides, it includes (1) ethical-moral orientation, (2) humanistic-ecological orientation, (3) social responsibility orientation, (4) creative-innovative orientation (5) cultural-social value orientation. Therefore, if this modern marketing concept is introduced and accepted to Korean firms, it will contribute to the reinforcement economic and social-cultural functions.
However, at present, Korean firms have various handicaps cue to reason, such as (1) historical-cultural reason, (2) managers, attitudes (3) economic-political. And these are unfavorable factors for many Korean firms to accept the modern marketing concept.
Thus, so far Korean firm have had many difficulties to create and intoduce the modern marketing concept and perform economic fumctions and social-cultural functions efficiently. Also they have had difficulties to adjust creatively to the rapidly changing managerial environment.
Therefore, in order to overcome such problems, the first priority should be given to the intoduction and establishment of the modern marketing concept above all.

목차 (Table of Contents)

• Ⅰ. 序 言
• Ⅱ. 現代마아케팅理念의 意義
• 1. 現代마아케팅理念의 意義
• 2. 現代마아케팅理念의 社會的 性格
• Ⅲ. 韓國企業에의 現代마아케팅理念 導入. 定着沮害要因
• 1. 歷史. 文化的 要因
• 2. 經營者的 要因
• 3. 經濟政策的 要因
• Ⅳ. 結 言
• Summary