爱华网也许人们要问，基于承诺的营销定义能适用于所有的情境吗？还有能替代它的定义吗？我们无法回答这个问题。但有一点是可以确定的，以本文的研究为逻辑起点，把承诺概念有效地融入到营销定义中去，这个概念应当是具有普适性的。当然，在营销的分支理论中，可能还会有新的营销定义被创造出来，例如关系营销就独自创造了很多定义，这是不足为怪的，而重要的是，我们寻找到了一个有效而具有普适性的营销定义。
收稿日期：2007—10—20
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该文章转载于 F513 《市场营销（下半月·理论版）》2008年第04期
