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1、外文翻译MarketingintheNetworkEconomyMaterialSource:TheJournalofMarketing,Author:RaviS.AchrolandPhilipKotlerAsthetwenty-firstcenturydawns,marketingispoisedforrevolutionarychangesinitsorganizationalcontext,aswellasinitsrelationshipwithcustomers.Drivenbyadynamicandknowledge-richenvi
2、ronment,thehierarchicalorganizationsofthetwentiethcenturyaredisaggregatingintoavarietyofnetworkforms,includinginternalnet-works,verticalnetworks,intermarketnetworks,andopportunitynetworks.Theroleofmarketingineachnetworkischanginginprofoundways.Marketingincreasinglywillberespo
3、nsibleforcreatingandmanagingnewmarketingknowledge,education,real-timemarketinformationsystems,interfereintegration,conflictresolution,technologyforecasting,riskandinvestmentanalysis,transferpricingoftangiblesandintangibles,andthecoordinationofthenetwork'seconomicandsocialacti
4、vities.Itwillexplorenewfrontiersinmultilateralmarketing,reshapemarketsthroughtechnologyconvergenceandelectroniccommerce,organizeconsumercommunities,andaggregateconsumerinformationanddemandintosaleablebusinessassets.Themostradicalimplicationformarketingistheshiftfrombeinganage
5、ntofthesellertobeinganagentofthebuyer,frombeingamarketerofgoodsandservicestobeingacustomerconsultantandmanagerofhisorhersaleableconsumptionassets.Therelativelyshortperiodofahalfcentury,marketinghasmadeseveraltransitions,fromsellerofafirm'sout-putstokeyplayerinshapingafirm'spr
6、oducts,technologies,marketingpolicies,andstrategicdirection.Asthenextcenturyunfolds,marketingagainispoisedtoundergosignificantchangesinitscontent,emphases,andboundaries.PeterDruckerhasdescribedtheeconomyofthefutureasanetworksociety.Businessnetworksarenotentirelynew,butthereha
7、sbeenarapidevolutionintheirnumber,form,andcomplexity.Marketingoutcomesincreasinglyaredecidedbycompetitionbetweennetworksoffirmsratherthanbycompetitionamongfirms.Companiesembeddedinstrategicnetworkswillenjoysignificantmarketadvantagesinthefuture.Inthisarticle,weexplorehowmarke
8、tingwillbeorganizedandfunctionindifferenttypesofnetworkstructurestha
