Kev lag luam yog thaj chaw uas muaj kev cuam tshuam nrog kev tshaj tawm, kev tswj hwm thiab kev sib raug zoo rau pej xeem, yog li nws tau kawm hauv cov tuam tsev ntsig txog kev lag luam saum toj no. Kev lag luam kev kawm feem ntau yog xav tau, thiab cov kws tshaj lij yuav tsum tau saib rau cov ntaub ntawv feem ntau ntawm lawv tus kheej - hauv cov ntawv tshwj xeeb.
Cov Lus Qhia
Kauj ruam 1
Philip Kotler Cov Lus Qhia Kev Tshawb Fawb Txog Kev Lag Luam yog suav tias yuav tsum nyeem rau txhua tus xav nrhiav kom nkag siab txog qhov kev kawm. Cov nplooj ntawv ntawm phau ntawv qhia txog kev lag luam yog dab tsi thiab nws cov ntsiab lus - kev ua lag luam, cov neeg siv khoom, khoom muag, nqi, khoom lag luam. Tus kws sau ntawv qhia tus nyeem ntawv kom ua qhov kev tshawb fawb txog kev lag luam, ntu kev lag luam kom raug, thiab kos lub tswv yim. Cov ntawv nyeem muaj ntau cov piv txwv ntawm lub neej. Thaum pib ntawm txhua tshooj, nws lub hom phiaj yog tshaj tawm rau tus nyeem. Qhov kev qhia yog sau ua hom lus yooj yim thiab tau tsim tshwj xeeb rau cov neeg uas nyuam qhuav pib nrog kev ua lag luam.
Kauj ruam 2
Lwm cov lus qhia tseem ceeb los ntawm F. Kotler yog “Kev Lag Luam. Tswj . Hauv nws, tus sau tau chwv ntawm lub ncauj lus ntawm kev tswj kev tswj ntawm kev ua lag luam. Cov lus qhia ntxiv tau muab rau ntawm no tshaj li hauv thawj phau ntawv. Phau ntawv kuj muaj ntau qhov piv txwv kom nkag siab zoo txog lub tswv yim. Txhua tshooj pib nrog cov lus sib ntsiab ua tus hais txog cov ntawv tseem ceeb.
Kauj ruam 3
Ib txoj haujlwm tau mob siab rau kev tshawb fawb txog kev lag luam nrog rau G. A. Churchill. Phau ntawv piav qhia txhua yam ntawm kev tshawb fawb yog dab tsi, vim li cas lawv xav tau, yuav ua li cas coj lawv, txheeb xyuas thiab teeb tsa daim ntawv tshaj tawm ntawm lawv.
Kauj ruam 4
R. Blackwell, P. Miniard thiab J. Angel sau txhua yam txog tus neeg siv khoom tus cwj pwm hauv phau ntawv qhia ntawm tib lub npe. Phau ntawv tshawb txog yuav ua li cas cov neeg paub txog cov kev xav tau uas ua rau kev xaiv kev txiav txim siab. Cov ncauj lus ntawm cov cwj pwm ntawm ib tus neeg thiab tus cwj pwm kev sib raug zoo, uas cuam tshuam rau kev xaiv khoom thiab kev pabcuam, raug chwv. Cov tshooj sib cais tau mob siab rau qhov tseem ceeb ntawm kev paub txog kev yuav khoom tom ntej thiab kev txhawb nqa kom ua tiav qhov kev ua no. Qhov kawg ntawm txhua tshooj muaj cov lus qhia luv luv thiab cov lus nug coj los sim kev paub. Cov rooj plaub ua raws li cov ntawv nyeem tseem ceeb.
Kauj ruam 5
David Aaker hauv nws phau ntawv "Tsim kom muaj cov lag luam muaj zog" ntawm cov piv txwv ntawm cov tuam txhab nto moo qhia cov lus zais ntawm yuav ua li cas los tsim ib qho cim zoo thiab muag tau rau koj cov khoom. Lwm phau ntawv nthuav ntawm cov npe yog "Tsis muaj logo" los ntawm Naomi Klein. Nov yog kev tshawb nrhiav xov xwm, piav qhia tus cwj pwm ntawm cov neeg rau hom nto moo.
Kauj Ruam 6
B. M. Enis, K. T. Cox thiab M. P. Mokwa - Sib sau 38 cov lus los ntawm ntau tus kws theorists hauv daim teb mus rau hauv ib phau ntawv, sib txuas nrog lawv ua plaub lub ntsiab kev cuam tshuam txog kev lag luam tawm tswv yim, cov qhua tuaj noj mov thiab kev coj ua lag luam, cov tswv yim lag luam thiab kev sib tw. Cov ntawv sau tau hu ua "Classics of Marketing".
