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遺꾩빞蹂꾨룄�꽌
ñ׸Ͻ 遺꾩빞蹂꾨룄�꽌 Ұմϴ.
귣 ֵӷ̼: ޴ Ͻ ϴ
ȯ․ J. ƱϽ․ȵ巹ƽ B. ̽ŰԸ
2017 11 15
ISBN
97889984459229
344
153x220x25
20,000
Ұ

Ű, , , θ ˷ 귣 ϱ? ٷ Ǹ ǰ 񽺸 ϸ, Ī۹޴ 귣 ̴. Ī۹޴ 귣 κ ŷ, ޴ 귣, ̷ κ 귣忡 漺ϰ 귣带 ϴ ൿ ̲. ׸ ̷ ൿ ġ Ѵ. 귣 ð 뺧 Ҹ Һڽɸȸ ο졯 ȯ J. ƱϽ, ȵ巹ƽ B. ̽ŰԸ Բ Ⱓ 귣 ֵӷ̼ǡ Ī۹޴ 귣  Ǹ,  ȿ ϴ ϸ, 귣 ʿ Ϸ ҰѴ.


ڼҰ


ĶϾƴб(USC) 濵 . 1967 б  л ޾Ұ, 1974 ϸ̴б 濵 ڻ ޾Ҵ. ġ Ρ, Һ ġ Ρ, Ϲ Ͻ 䡷 ټ ΰ м , Ρ ǥ < 귣 ܼƮ ̹ > 1987 ī ߴ. 2012 Һڽɸȸ, 2015 Һڿȸ ο , 2008 2012 Һ ɸ Ρ ߴ. ŴƮ, 귣 ڵϡ ִ. 2008 ĶϾƴб 濵 ۷ι 귣 ͷ ϰ ִ. 1989 1998 ϱȹ þ, 2001 2010 Z ̻ Ȱߴ. 1993 Ǯ ð , 1998 濵п ټ ӿ α׷ ȹϰ ؿԴ.


_ J. ƱϽ(Deborah J. MacInnis)
ĶϾƴб(USC) 濵 . 1980 ̽Į ɸ л ޾, 1986 ״б ڻ ޾Ҵ. Һ ġ Ρ Һ ɸ Ρ , Ρ ̷ ڷ ִ. 信 ũ ⿩ Ρ ī ̳ʵ , ġ 䡷 Ʈ ޾, Һ ൿ 귣 å ߴ. 濵п ι к α׷ ߴ. ĶϾƴб 丵 ޾, õ ߴ. ̱ȸ Һڿȸ Ȱϰ , 귣 κ ϰ ִ.



õ
Ӹ: å ٸ?


[1] ó
1 귣 ֵӷ̼ΰ
Ц귣 ġ귣 ֵӷ̼ ý

2 Ī۹޴ 귣
Ц䦢B2B 忡 Ī۹޴ 귣妢񿵸 忡 Ī۹޴ 귣妢 忡 Ī۹޴ 귣妢귣 ٽ 귣 ?

3 귣 ֵӷ̼ ޹ħϴ
Ц䦢귣 ֵӷ̼ ޹ħϴ ̷Ц귣忡 ŷ, , ߦ귣 ֵӷ̼ ϴ : 3Esٽ 귣 ?

 


å

Ī۹޴ 귣 ϰ, ŷϸ, ϴ 귣. ̷ 鼭 ̵ 귣  ִٰ . ̷ 귣 귣尡 ǰ īװ ʿ ø ȴ. Ī۹޴ 귣带 Ӹ ƴ϶, ణ ߴ 귣忡 Ī Ƴ , 귣尡 Ǽϴ 쿡 Ⲩ 뼭Ѵ. 귣尡 ŷڹް, , ߹ ְ ٵ ߿ϴ. 귣忡 󸶳 漺ɰ ̷ ɸ µ û ġ ̴.
-<õ> ߿


ൿ Ⱓ , 꿡 ΰ ̷ ƴϴ. 귣 ַ 귣尡 ϴ ͡ ȴ. ٸ ǥϸ, 귣 ܼ ǻӸ ƴ϶ ູϰ ũ⸦ ΰ ġ ̴. и ݿ ɸ ġ 귣忡 ʴ´ٴ ̴. ݰ ǰ ǰ ̻ ٶ ڽ 屸 ִ¡ ΰ ູ ְ ִ 귣. ̵ ƶ̵, ̷ ϴ 귣 ູϰ .
-<1 귣 ֵӷ̼ΰ?> ߿



ǻ縮

Ī۹޴ 귣  °?

Ű, , , θ ˷ 귣 ϱ? ٷ Ǹ ǰ 񽺸 ϸ, Ī۹޴ 귣 ̴. Ī۹޴ 귣  Ǹ,  ȿ ұ? 귣 ð 뺧 Ҹ Һڽɸȸ ο졯 ȯ J. ƱϽ, ȵ巹ƽ B. ̽ŰԸ Բ Ⱓ 귣 ֵӷ̼ǡ ̿ ü ε Ѵ.
Ī۹޴ 귣 κ ŷ, ޴ 귣, ̷ κ 귣忡 漺ϰ 귣带 ϴ ൿ ̲. ̷ ൿ ġ Ѵ. ڵ å Īϴ 귣 ֵӷ̶̼ ϸ, ڻ 귣尡 Ī۹޴ Ű Ӿ ν 귣 ̷ , ִٰ Ѵ.
ʿ Ⱓ ģ ð ɸ , ڵ Ī۹޴ 귣带 Ư¡ ߿ Ѵ. (enablement), (enticement), (enrichment) , 3Es Ҹ ̴. ذν ŷڡ ̲. ſ ν ̲, ų 뺯ν ߡ ̲. , ڻ ǰ Ȱ ְ ִ  ý Ͽ , , ھǽ ̴ ٸ ϶󡯶 ߴ. , Ī۹޴ 귣尡 Ǿ, 忡 θ ų ־.
귣 ֵӷ̼ ϰ ȭϸ Ȱϱ å Ұϴ 귣带 · , ڸ ռ ִ Ӹ ƴ϶, 귣 ϴ ҵ ִ ̸ ְ ش. å ϴ Ϸ B2B B2C ǰ, Ϲ ǰ, , , 񿵸ü  ̸ Ͻ , ű 귣峪 귣忡 ϰ ִ. å ̳ ߼ұ ӿӸ ƴ϶ 귣 õ ̶ ݵ о ʵ.