Marketing by Mandate
探讨政府强制作为商业战略组成部分的作用，指出在非市场环境下应用营销过程需要新技能并引发宏观营销问题。
Acceptance of a broadened concept of marketing implies willingness to use nonmarket as well as marketplace strategies to promote organizational welfare. This article explores the role of government mandates as a component of the overall business strategy. While fundamental marketing processes remain valid, the circumstances and manner of their application require acquisition of new skills and raise macromarketing issues not previously considered.