Environmental Management: Revising the Marketing Perspective
回顾了环境管理在相关学科中的发展，提出战略类型学，讨论实施问题，并阐述该视角对营销理论的意义，帮助管理者理解如何通过营销策略改变组织运营环境。
Environmental management argues that marketing strategies can be implemented to change the context in which the organization operates, both in terms of constraints on the marketing function and limits on the organization as a whole. The current movement toward innovative, entrepreneurial management—a return to the roots of American enterprise—captures the essence of this perspective. The absence or, at a minimum, the understatement of this perspective within the marketing literature limits the contribution of marketing to the management of organization-environment relationships. The paper reviews the development of environmental management in allied disciplines, offers a typology of strategies, discusses implementation issues, and presents implications of the perspective for marketing theory.